Maximizing waterfall content strategy for lead generation
The situation
UK-based ChargePoint Technology is a market leader in powder containment and aseptic valves and other transfer solutions. Its innovative, patented technology enables safe and reliable powder and fluid handling during pharmaceutical manufacturing.
The need
ChargePoint Technology already had a strong reputation in the industry but wanted to position itself as a leader in single-use transfer and handling technology for pharmaceutical manufacturing. The company approached ramarketing to increase its brand awareness in the single-use market and attract buyers through the marketing funnel. The company had an established Digital Marketing team, but needed content creation and PR support to create a fully integrated campaign across all marketing channels.
What we did
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.
The impact
- 47 downloads of the first ebook
- 30 pieces of coverage in top trade publications
- 1.1 million readers reached
- 9 follow links back to ChargePoint Technology’s site on high-ranking websites
- 52 brand mentions across coverage generated
- 12 articles positioning ChargePoint Technology as a thought leader in single-use
- 2 commentaries in trade publications on trends in the single-use market
1.1 million
readers reached globally
30
pieces of coverage in top trade publications
12
thought leadership articles
How we work
Insights, ideas and impact for every milestone.
Starting with your objectives and working backward, we set milestones to incrementally realize your vision, advising you on the best strategy to employ and executing tactics that will drive you toward your goals.