Late last year I had the pleasure of speaking with Joe Chernov, the Director of Content for Eloqua. In addition to be an exceptionally smart and nice guy, Joe had a ton to share on how they launched their content marketing campaign last year – in just a few months.
My conversation and emails with Joe resulted in this case study I wrote for the Content Marketing Institute.
What I really love about this case study is that it is full of useful, practical ideas that any content marketer can start using today. In fact, I have!
Some of my favorite tips:
- Get a great designer or design firm involved. As much as I love the written word, I think design is even more powerful in the age of the short-attention-span reader.
- Stagger the promotion of your content. If you have something new, don’t announce it on your blog, Twitter, Facebook, LinkedIn, etc on the same day. As Joe aptly told me, “I control the distribution. Why do I want everything to happen on the same day? I want to keep the conversation humming along.”
- Be human. I like that everything Joe is working on comes from a person, not simply Eloqua. An added bonus: include the designer in the credits as well. Great recognition for them, and they’ll be more likely to spread the content joy.
Seriously, Joe and the team at JESS3 are great doing great work. If you’re in content marketing, I highly recommend taking a look at this case study. I’d love you know what your favorite tips are.
About the author: Michele is the Content Development Director of the Content Marketing Institute where where she works with a fabulous group of contributors who know a lot about content marketing. She's also a B2B content marketing consultant who has a passion for helping companies use content to connect with their ideal buyers. You can follow her onTwitter @michelelinn or read more of her posts on Savvy B2B.