< Marketing Solutions < Content Marketing and Storytelling < Case Study: Content Marketing Strategy
Leveraging Existing Content to Capture New Leads
The Opportunity
A healthcare finance association with limited funds wanted to grow among new targets: physicians, nurses, and health plans. For some of them, finance isn’t top-of-mind.
Good thing the brand publishes tons of content on the business of healthcare that applies to clinicians and payers, depending on how it’s positioned.
The Solution
To get in front of these audiences, sponsored content was placed through SmartBrief: a digital content platform curating and publishing e-newsletter content on behalf of industry associations.
The gist of the strategy?
Leverage Relevant Industry E-Newsletters.
Repurpose Existing Content for New Personas.
Analyze Results and Optimize Accordingly.
The Outcome
Surpassed the campaign lead acquisition goal by 283% adding 1,000+ net new prospects to the target database.
Sponsored content performance was higher than SmartBrief expects in their digital space compared to other client campaigns.
+283%
Exceeding lead acquisition goal
1,000+
Net new
leads acquired
44.5%
Clickthrough rate across full campaign
“Kirk did a superb job of strategically realigning multiple initiatives for success. His work with SmartBrief allowed the brand to continue its long-term strategic plan of developing new markets.”
Jay Keltner
Healthcare B2B Technology Consultant
and Marketing Leader