The number one aim was to drive an increase in leads from content marketing up by 15%. We knew that just creating lots of content wouldn’t achieve this, so we started to dig into the fundamentals of the target audience and what drives them to make a purchase decision. Only by understanding this would we be able to prescribe the right mix of activity to drive the increase in leads required.
We conducted a series of workshops with team members from France, Italy, The Netherlands, Belgium, Austria and the UK. Together we identified the exact audiences, what type of businesses they were running, what their goals and barriers were and, importantly, how much effort we should be spending on each. In addition, we were able to get a clear understanding of the knowledge levels of the team in relation to HubSpot and content marketing in general, which had an influence on the tools and support we needed to put in place to make the project a success.
Core to the project was the creation of sector-specific content packages. We created these with a mix of new content and curation of existing content. We were able to adapt existing blog content for the European market and repackage it to ensure a critical mass of content existed from the outset.
We used our Campaign in a Box methodology to deliver the large volume of content required. These campaigns included everything required to attract, inform and convert new users around topical subjects which Rentokil Initial has particular expertise in, e.g hand hygiene and disinfection services (see example campaign in the video).
At the core of each, we used white papers or incentives for each of the target personas and industries. These were set as gated content and promoted through digital marketing to push people to the white paper and harvest leads. This included emails, social posts and visual elements, landing pages and CTAs. All of which were designed to be adapted and deployed across 15 European markets.
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