Whitepapers and eBooks are an important part of any organization’s B2B marketing. They generate leads, showcase value to their customers as a thought-leader, and provide proprietary solutions to differentiate from the competition. Catalysis connects our expertise in research, copywriting, and design with a measurement and optimization plan, so that we can constantly monitor, learn, and improve the value for your customers.
Challenge: Keep the target audience invested with valuable content
Information protection is a hot topic for the C-level security, data protection, and privacy crowd. This audience was already a part of a Microsoft email nurture stream to seek out relevant content. As a part of this nurture Journey, we were asked to supply a valuable in-depth asset that would help engage the audience on this critical subject matter.
What we did: Created eighteen pages worth reading
Throughout the process, our talented copywriters took center stage. We sourced the content, put together a story arc, and made sure every word had a purpose. Key takeaways were scannable, strategies provoked action-oriented ideas, and copy was empathetic to the overwhelming challenges this audience faced regularly when identifying, classifying, and protecting business-critical data. Using Marketo’s email analytics program, we could see the number of downloads it received and even how far through the document the person navigated down.