How Integrity360 kicks its content creation into overdrive

 

Winner:2019 Best Use of Content Curation award from the Content Marketing Institute
Winner:
2019 Best Content Marketing Award – B2B from the Irish Content Marketing Awards

Winner  CMA

Objective:

Integrity360 is an industry-leading managed security services provider operating out of Ireland and the U.K.

The company wanted to kickstart its content marketing strategy to support the entire business through the pre- and post-sales process. Integrity360 partnered with 256 to bring its brand to life and assert itself as a legitimate thought leader in a fiercely competitive industry.

Solution:

A content-fuelled inbound strategy was the obvious solution for Integrity360, with 256’s expertise integrated through content-as-a-managed-service.

256 seeded a writer to the Integrity360 office for two to three days every week, giving the marketing team a dedicated team member who chased insights and content approvals that otherwise required days of back and forth on emails or phone calls.

The teams worked together to:

  • Implement best practices for content creation and inbound lead generation.
  • Develop eBooks and other high-value assets for salespeople to give clients at different stages in the buyer’s journey.
  • Invest in social media campaigns and sponsored content for inbound lead generation using educational assets.
  • Migrate its website to HubSpot to give full visibility of its campaigns and analytics, and to streamline workflows with marketing automation tools.

Result:

The results were immediate, with the company’s content pipeline moving at a quicker pace than it ever had before.

Over the course of eight months, Integrity360:

  • Produced six new eBooks covering a wide range of content.
  • Published four versions of the Risk Radar, a quarterly report detailing the most important stories and industry trends that industry leaders need to know about.
  • Started a monthly newsletter highlighting webinars, events, blogs and other assets.
  • Created 24 blogs to bolster its social media presence on LinkedIn and Twitter.
  • Wrote two case studies about its clients.
  • Migrated its blog and resource pages to HubSpot to track leads, with a full migration planned for 2019.

On top of that, Integrity360 ran several successful lead generation campaigns with a large inventory of assets and phenomenal results:

  • 120 marketing qualified leads captured over three weeks through sponsored content with a U.K. media partner, at a cost per acquisition below the industry average.
  • 34 contacts secured through its first LinkedIn campaign, at a cost per acquisition below the industry average.
  • 181 eBook downloads direct from the website.