CONTENT MARKETING. SELLING THROUGH CONTENT.

Traditional marketing is losing impact and content marketing is filling the gap.

 

Traditional marketing is losing impact and content marketing is filling the gap. The ‘Mad Men’ are out and educational, inspirational and/or entertaining content is increasingly replacing old-school marketing tactics.

We provide content marketing services for marketing and IT departments, as well as for CxOs who want to optimally position themselves and their companies.

What we do: we create a content strategy, develop supporting materials (blogs, e-books, tweets, animated videos, ...) and manage good promotion and distribution. We do less actual direct lead generation, we’re above all ‘thought leadership developers’ who use relevant content to generate the right type of positioning for you and your company or team.

Contact José Delameilleure and let’s discuss how we can help you get your message across better.

Anonymous – Full content programme

  1. The customer: Anonymous
  2. The programme: Seminar and White Paper production
  3. The challenge: Position the company in the Infrastructure-as-a-Service market
  4. The situation: Our customer wanted to position itself as a leader in the Infrastructure-as-a-Service market, but did not know exactly what messages to get across.
  5. The approach: Create a comprehensive content marketing programme with assets that were designed to be reused.

    Our customer wanted to set up a seminar on Infrastructure-as-a-Service (IaaS) but did not know how to position itself. We set off by interviewing ten customers and business partners of the company to…
    1) write a regular customer success story, and
    2) seek input on the concerns and expectations the interviewees had vis-à-vis IaaS.
    The success stories were then used by our customer’s PR-agency to get extra visibility in the press. We used the extra input of the users to organize a seminar on IaaS at which we hosted a series of round tables. The input of these round-table discussions, combined with the user stories, was used to develop a white paper for use by the company’s sales reps. The white paper was also published on the company website and extracts were used to fuel social media messages put out by our customer.
  6. The result: the customer hosted a successful seminar and gained extra visibility both with existing customers, prospects and the press.

The content marketing goal: position the company as a trustworthy partner in the Infrastructure-as-a-Service market, and attract new audiences.
The content marketing assets thus developed: ten customer stories, press coverage, a high-level seminar with dozens of attendees, a white paper and social media input.

Care to know more? Contact José Delameilleure.
We’re always very open and willing to discuss your content marketing challenge over a cup of tea or coffee.

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The best marketing doesn't feel like marketing.

Tom Fishburne Marketoonist

EMC – Thought Leadership program

  1. The customer: EMC Europe West 
  2. The programme: Jacques Boschung thought leadership program
  3. The challenge: Position the Sr Vice President Europe West as a thought leader.
  4. The situation: While EMC is a clear market leader in the storage business, the share of voice of its European executives was not high enough. By developing a thought leadership programme, EMC wanted to prove to prospects and customers that its leaders have a thorough knowledge of the market and the place its products play in different industries.
  5. The approach: set up a thought leadership programme for the Senior Vice President Europe West that goes broader than just the publication of blogs.

    Since the summer of 2014, we have been providing Jacques Boschung with a thought leadership content programme. Together with Jacques Boschung, we created a storyline based on his own observations of the market and his insights into the product lines of EMC. Based on this storyline we developed a content calendar that provides in two blogs per month and we expanded the reach of his Twitter and LinkedIn accounts.

    The programme was broader than just these blogs and social media messages: the blogs were used to fuel opinion pieces and interviews with the press, while the blogs were also reused in other regions and republished on different EMC platforms. The blogs also served as a basis for speaking opportunities by Jacques Boschung.
  6. The result: Over the course of 2 years, over 50 blogs were published, while the number of followers on Twitter and LinkedIn grew steadily. Blogs were republished several times, and a selection of blogs was published in a printed format. The programme has helped build Boschung’s reputation as a thought leader in the IT marke

The content marketing goal: establish the Sr VP Europe West as a thought leader
The content marketing assets thus developed: fortnightly blogs published on a LinkedIn profile, daily social media messages, a printed publication of the blogs, press interviews, speaker engagements,…

Care to know more? Contact José Delameilleure.
We’re always very open and willing to discuss your content marketing challenge.