CO-AUTHORING CONTENT TO CAPTURE LEADS
Electrical safety in the workplace is a major concern for companies. Panduit has the safety technology and solutions needed to significantly reduce dangerous electrical incidents, but as a manufacturer, they aren’t the first source safety engineers consider for unbiased advice. To overcome this obstacle, Nelson Schmidt leveraged the credibility of a well-known industry partner to develop a highly compelling content program.
We partnered with EHS Today – a leading publication focused on workplace safety – to co-author a research study that led to exclusive insights that fueled our custom campaign and positioned Panduit as a thought leader.
EBOOK
Post-research, the campaign kicked off with a hero piece of gated content, an informative eBook about electrical safety best practices. This high-value tactic was critical to funnel the audience into additional lead-scoring activity.
OWNED, EARNED & PAID MEDIA
The campaign consisted of several different paid, owned and earned strategies to drive safety managers to the content and into the lead scoring process.
The bottom line is that the impactful work we create for our clients leads to measurable outcomes for their businesses. Want to know how we can help deliver more customers to your business?
RESULTS
The campaign resulted in more than 1,000 prospect leads, far exceeding the publication partner’s benchmarks for similar programs.
140 leads could be instantly scored to automated qualified lead status due to custom qualification elements added to the program.