strategic insights study content marketing sample

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Content Marketing Analysis and Strategy Sample


The New Marketing Funnel Move Customers from Awareness to Conversion

Inbound Driven, Branded Promotions

Ex: Infographics, Videos, Social

Brand Awareness

Consideration

Conversion

Re-Engagement

Attract New Customers

Ex: Search Engines, Social, Blogs

Convert Visitors

Ex: Website, Company Blog, Calls to Action

Maintain Customers

Ex: Follow-Up, Education, Webinars


Content Marketing Mix How DuPont™ Can Funnel their Audience and Create Brand Evangelists with Content

AWARENESS Measure: Social shares,

brand mentions

Brand

Awareness

INFOGRAPHICS

VIDEO

SOCIAL

SHARING

PRODUCT

COMPARISON

TOOLS

CONSIDERATION Measure: Inbound links,

site traffic

CONVERSION Measure: Click through

rate, conversion

WEBINAR

CASE STUDIES

RE-ENGAGEMENT Measure: Social

influence, referrals,

share of voice

INDUSTRY

ARTICLES

Product

Knowledge

WHITE PAPERS

TESTIMONIALS

Customer

Acquisition

DEMOS

Brand

Advocacy

TUTORIALS EDUCATIONAL

WEBINAR

BLOGS ONLINE

FORUMS


Campaign Content Road Maps

Addressing sustainability, aging transformers, and electrical motor needs

Audience What Awareness Consideration Conversion Social

Re-Engagement

Electrical

Engineers

Demonstrating

sustainability and

energy efficiency

Cost and Energy

Savings

Visual/infographic

demonstrating how

DuPont™ products

are energy efficient

Webinar teaching

new industry EE

standards and how

DuPont™ materials

fit in

Cost savings/

comparison

guide

Continuing

education – how

the industry is

evolving the EE &

sustainable

materials &

standards

Transformer

designers and

maintenance

workers

Tips and resources for

maintaining aging

transformers

Timely delivery from

manufacturers to keep

service process efficient

Video showing how

Nomex® insulation

performs in

different

transformer setups

and situations

On-the-Go training

materials (videos)

Mobile ordering

apps

Lifespan

estimation

calculator

Continuing

education –

training, webinars,

classes on

improving

productivity and

processes

Hybrid electric

motor designers

and mechanics

Looking for materials

that help improve

performance and

reliability

Need info on

winding/rewinding

questions

Case studies

highlighting new

partnerships in

Motor Alliance

Video on how to

test for insulation

issues in the motor

Infographic on

different insulation

needs for different

voltages

Product

comparison

chart and

mobile app

Continuing

education – how

to understand the

different needs

within the motor

industry


Content & Marketing Opportunities Shorter and more frequent opportunities to reach content are key

Educational webinars they can get credit for (online, self-paced type of training module)

If can tie it into new legislation or new standards that are about to or have just come out, can be

extremely valuable since these engineers need to be on top of these things

Whitepapers are huge for this group

Provide valuable, technical information to the industry, on the industry

Can quickly skim info and decide what they want to do with it (call-to-action) and if they want to

take action immediately, especially if it ties into a new technology or new product being

discussed elsewhere (technical conferences and events)

Sponsorships/partnerships at technical conferences

Engineers will pay attention, especially if new trends/products being discussed are something

they’ve seen or heard before

“Very valuable avenue”

Mobile apps for more efficient purchasing and accessing technical content


Visual Content around Transformers Thought leadership through transformer-specific content

Dry versus wet type transformers:

Great area for DuPont™ to focus on

technically – very valuable to engineers

without being too “sales-pitchy.”

Content Recommendations

Best fit for wet and dry transformers

by industrial segment

Where the line lies of when to switch

from one transformer type to the other

What are the best applications for the

two types of technology?

Can create:

Infographics/visual content

Webinars

Whitepapers

Infographics displaying comparisons

between dry and wet-type transformers

are easily understood by engineers and

clients, and establish viral content and

thought leadership for DuPont™

Nomex®.


Insulation Sustainability Campaign Sample

Dedicated Sustainability Channels

LinkedIn

Website

Videos

Industry News

Posts re: energy

efficiency &

sustainability

Videos

Outside Content

Thought

Leadership

Sponsorship w/

Associations Influential

Resources

Georg Daemisch

Nad Moodley Electricity Forum

Sustainable Planet

Content around

DuPont being EE;

EE-related

information

Content

Video Infographic

Main Goal:

Gain thought

leadership by bringing

awareness to

sustainability issues

and the impact of

energy efficiency

insulation materials for

transformers.