Content Creation and Marketing
To be in the game, you have to get in the conversation. The ability to create and socialize content is perhaps the greatest game changer in the history of public relations. Thoughtful, well-conceived content, pushed elegantly to the right audience, builds reputation, short-circuits the sales cycle, and connects you directly with buyers and decision-makers without interference from intermediaries.
- Bylines & guest posts
- Case studies
- Multimedia (podcasts, videos, etc.)
- White papers/eBooks
- Content syndication
- Events & contests
- Video & SlideShare
- Digital asset marketing
- Measurement and monitoring
CA Technologies is a global IT management software and solutions company. While CA is one of the world’s most-recognized enterprise brands, it was best known for solutions used in large, complex, heterogeneous IT environments. However, the company wanted to establish a leadership position and derive significant revenue in several highly competitive emerging markets: cloud computing, social media, and mobile computing (smartphones, tablets, and apps), among others.
Gregory FCA developed a thought leadership strategy to help CA engage the most influential media and bloggers covering IT and marshal their audiences into CA’s pipeline through digital demand generation and sales enablement techniques.
Gregory FCA helped CA identify, cultivate, and interview a deep bench of subject matter experts. The interviews powered an editorial calendar of custom content developed, syndicated, and socialized by Gregory FCA, including blog posts, guest blog posts, ebooks, infographics, cartoons, bylines, videos, podcasts, and more. All content was optimized for search and social media, and was syndicated across the enterprise IT blogosphere and Twitterverse.
CA’s custom social content appeared regularly in the most-read enterprise and business media today, including The Wall Street Journal, BusinessWeek, ReadWriteWeb Enterprise, CIO, ZDNET, IT Business Edge, and AllTwitter. Moreover, CA’s articles were shared widely across social media, including Twitter, Facebook, LinkedIn, StumbleUpon, Digg, Delicious, Reddit, and DailyMotion.
CA’s content now appears on Google page one when people are searching for information about CA’s targeted topics, attracting legions of fresh prospects to CA’s digital destinations. In the end, CA’s content generated over one million impressions per month, and has reached over 120 million users worldwide.
Company leaders credit the thought leadership strategy with generating $42 million in new pipeline, and pushing $24 million in existing pipeline through to close.