Objectives:
- Announce and provide drumbeat of content to support the launch of a new product with value-added precise topics on the subject of predictive marketing, positioning IBM as a thought leader.
- Increase organic traffic for important keywords.
- Drive to webinar registrations.
Tactics:
- IBM and external contributor blog authors writing evergreen, helpful blog posts on specialized topics important to marketers.
- Kinetic text animations to drive to key blogs on social to drive engagement and views with blogs.
- Keyword research, SEO optimized blog posts, cross linking strategy, aiming for Google Answers box.
Sample Blogs:
Outside writers. I optimized for SEO.
What is predictive marketing?
How predictive analytics empowers marketers
Customer Lifetime Value: Roll out the red carpet for your best customers
How to use predictive analytics to make each customer engagement special
How to use analytics to create a truly customer centric business
Early Results:
- Google ranking #8 and rising; Bing ranking #4
- Cornerstone blog post results: 1,100 pageviews, 936 readers, 40% engagement, 41 seconds engaged time, 156 Facebook shares, 196 LinkedIn shares, 33 Twitter shares
- Total campaign blog results:
- 5137 pageviews
- 3503 readers
- 41% engagement
- 41 seconds engaged time
- 320 Facebook shares, 1075 LinkedIn shares, 226 Twitter shares
