The Partner
Marketing Group team lives and breathes marketing every day and along the way,
we can't help but notice those really stellar marketing campaigns. Here's our
take on yet another campaign and how you can leverage this idea for your own marketing in 2013...
From Barbara Pfeiffer, Virtual Marketing Director at The Partner Marketing Group
What every CEO should know is the theme of an email and online campaign run by Lumension Security, a leader in endpoint management and security. At the center of the campaign was a whitepaper: What every CEO should know about IT Security.
What makes this campaign an "award winner" is...
- The high value of the content. It's definitely NOT a marketing piece. The whitepaper educates about the critical issue of security instead of marketing the services Lumension can provide.
- The re-purposing of the content. Lumension doesn't stop at the whitepaper - they provide tools to go with it - including an email template CEO's can use to send to their employees about security.
- The powerful integration with social, including SHARE buttons. Who wouldn't share something this valuable? Gauging from the success of this campaign, not many.
How do you replicate this campaign?
- Start with an EDUCATIONAL whitepaper - no selling. If you don't have the resources, then consider outsourcing this writing project. Powerful and educational content like whitepapers and ebooks are the foundation for all successful marketing (and inbound in particular).
- MARKET. This is not a case of "if you build it, they will come". Create a plan to market the whitepaper - from emails to social shares.
- REPURPOSE. Lumension goes beyond the whitepaper to emails for employees and assessment tools. Consider how you can maximize the value of your whitepaper and repurpose it too - in blogs and other vehicles.
For additional stellar marketing campaigns, check out our Cultivation Station and contact us if you have any questions about how to make your 2013 marketing strategies the best they can be: http://www.thepartnermarketinggroup.com/contact/.