A hospital access control and RFID company approached me because of poor content results. They felt their brand was cold and there was little to no connection to executive vision. Thought leadership was essentially non-existent. Their deep understanding of market pain points was not reflected in their content and the team had minimal insight into an existing bank of unpublished content. The small team was at level 1.5 on the Gartner model with strong potential to move to level 2.
Goals
Their goal was to establish the brand as a trusted partner in hospital compliance and security—cementing their website as a competent source of industry news, and to create a content presence that generated and nurtured leads.
Content Marketing Upgrade Results
- We launched a thought leadership series on the future of hospitals that demonstrated executive vision through a clear content presence.
- I built out a quarterly strategy outlining pillars, themes, personas, and content types for their full funnel.
- I created a plan for long and short form content, include white papers, buyers guides, and case studies that incorporated key differentiators, FAQs, customer testimonials, product specs, and comparisons with similar solutions.