Concord USA: Developing a whitepaper and content marketing campaign for a global consulting firm

ABOUT

Concord USA, a leading marketing agency based in Minneapolis, faced a common challenge: a small team with a plethora of content needs. Among their objectives was the creation of a compelling middle-of-funnel piece of content that resonated with its core audience—Chief Information Officers (CIOs)—and effectively converted downloads into valuable leads.

CHALLENGE

Concord USA's small team faced the challenge of meeting the content demands of their diverse clientele. Specifically, they sought to create a middle-of-funnel piece of content that would engage CIOs, drive downloads, and ultimately generate leads for their business.

SOLUTION

With my background in journalism and expertise in content strategy, I delivered a solution that met Concord USA's objectives while autonomously managing the project from start to finish. I conducting interviews with CIOs, distilled the insights into a research report that addressed the unique challenges and opportunities faced by CIOs in today's digital age, oversaw design to create visually appealing and on-brand assets to enhance the overall impact and readability of the report, developed supporting assets such as email copy and social media messages to promote the report and drive downloads and ran a LinkedIn campaign to targeting the senior audience and maximize high-quality downloads.

RESULTS

The signature report generated 22 senior MQLs which were passed off to sales. Reaching 4,826 B2B buyers, the report also helped Concord USA's reputation as a thought leader in the industry, generating conversations online, as well as in sales pitches, conferences and more.