The main objective of the project was to position ChargePoint Technology as a thought leader in the single-use market. Following a significant amount of brand awareness tactics in their key publications over the past year, we devised a waterfall content strategy not just to further increase brand awareness of ChargePoint Technology, but to support lead generation as well.
We created two ebooks on the topic of single-use and then used these as hero assets that could then be repurposed into a range of other content formats on the same topic, including thought leadership articles and commentaries for PR, as well as blogs and a couple of social posts for digital. We provided a media buy strategy and secured paid media placements to boost engagement and drive lead-generation activity. By repurposing the e-book, we were able to maximize the value of the content, reach a wider range of target audiences and reinforce the message that ChargePoint Technology is a leading expert on the topic of single-use technology.