How a top retail computer vision solutions company used Contrend to grow its Marketing Qualified Leads from the US
One of the fastest growing SaaS companies wanted to increase audience awareness and interest in the US market, but didn’t know how.
Immedia deployed Contrend to create a new strategy and engaging content plan for a leading retail technology company (Brand A). In order to be successful, we knew we needed to accurately answer a few questions:
- What content topics interest US retail and Consumer Packaged Goods (CPG) audiences?
- How can we deliver an end-to-end solution, integrating with Hubspot, PR and social?
- How can Brand A’s content stand out versus competitor content and industry news?
- How can Brand A talk about relevant local trends, not just their brand and product?
- How can Brand A differentiate and resonate from their new (Chinese) competition?
- What are the optimum channels to publish and amplify content?
- What is an actionable content strategy that will deliver the best results for Brand A?
By using Contrend, Brand A could see how its content engagement compared to its competitors (Competitor Ei) and the wider retail content landscape (Landscape Ei) in the US. Our client could also see its content performance in the US versus its other markets (Brand A Ei). And because Brand A now had complete visibility over retail topics with the highest Ei used by its competitors in the US, they had the information they needed to take the next steps.
Through a landscape analysis Contrend identified several topics that Brand A was over-indexing in, such as content about “Visual Merchandising, Retail Execution.” Contrend also identified under-performing topics that were of great interest to the target audience in the US that this company was not generating engagement from, or not creating content about.
Brand A now had the opportunity to differentiate its content versus its competitors and build greater engagement with its US audience.
Contrend identified US-centric retail topic groups, allowing end-to-end targeted content executions through Hubspot. These topics included “Next-Gen Store Execution” and “Challenges facing US Retail.”
Immedia Content provided the creative execution of all assets including format and topic selection, use of photography, design layout to deliver better user engagement for Hubspot personas and CRM nurture workflows. The content included SEO-targeted, retail-centric blogs that discussed hot retail topics, trends and insights, adding the “Brand A perspective” to give fresh views for their audience to experience and consider. There were also new retail case studies that reinforced the relevance of Brand A to the US retail market. Furthermore, articles were “clustered” with links to increase average session time, number of pages visited and search ranking. Brand A then published and amplified this content in the US market.
A big win in the US
With the help of Contrend and Immedia Content, Brand A was able to grow exponentially in the US.
- Website traffic: + 43%
- Organic search traffic: + 41%
- LinkedIn followers: + 149%
- MQLs: + 67%
- MQLs originating in search: + 176%
- Asset downloads/registrations: + 80%
In fact, the US became Brand A’s most important market with the company building 70% of its new business Marketing Qualified Leads from the US market. Eventually, Brand A would actually acquire one of the companies that Contrend accurately identified as a competitor in its analysis. Contrend had helped Brand A firmly cement its presence in the US.
Contrend had helped Brand A firmly cement its presence in the US.
Contact us for more information on how Contrend can help your organization grow its online engagement.