Penton Digital Research Strategic Insights Study Content Marketing Sample

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Content Marketing Analysis and Strategy Sample

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The New Marketing Funnel
Move Customers from Awareness to Conversion
Inbound Driven, Branded Promotions
Ex: Infographics, Videos, Social
Brand Awareness
Consideration
Conversion
Re-Engagement
Attract New Customers
Ex: Search Engines, Social, Blogs
Convert Visitors
Ex: Website, Company Blog, Calls to Action
Maintain Customers
Ex: Follow-Up, Education, Webinars

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Content Marketing Mix
How DuPont™ Can Funnel their Audience and Create Brand Evangelists with Content
AWARENESS
Measure: Social shares,
brand mentions
Brand
Awareness
INFOGRAPHICS
VIDEO
SOCIAL
SHARING
PRODUCT
COMPARISON
TOOLS
CONSIDERATION
Measure: Inbound links,
site traffic
CONVERSION
Measure: Click through
rate, conversion
WEBINAR
CASE STUDIES
RE-ENGAGEMENT
Measure: Social
influence, referrals,
share of voice
INDUSTRY
ARTICLES
Product
Knowledge
WHITE PAPERS
TESTIMONIALS
Customer
Acquisition
DEMOS
Brand
Advocacy
TUTORIALS
EDUCATIONAL
WEBINAR
BLOGS
ONLINE
FORUMS

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Campaign Content Road Maps
Addressing sustainability, aging transformers, and electrical motor needs
Audience What Awareness Consideration Conversion
Social
Re-Engagement
Electrical
Engineers
 Demonstrating
sustainability and
energy efficiency
 Cost and Energy
Savings
 Visual/infographic
demonstrating how
DuPont™ products
are energy efficient
 Webinar teaching
new industry EE
standards and how
DuPont™ materials
fit in
 Cost savings/
comparison
guide
 Continuing
education – how
the industry is
evolving the EE &
sustainable
materials &
standards
Transformer
designers and
maintenance
workers
 Tips and resources for
maintaining aging
transformers
 Timely delivery from
manufacturers to keep
service process efficient
 Video showing how
Nomex® insulation
performs in
different
transformer setups
and situations
 On-the-Go training
materials (videos)
 Mobile ordering
apps
 Lifespan
estimation
calculator
 Continuing
education –
training, webinars,
classes on
improving
productivity and
processes
Hybrid electric
motor designers
and mechanics
 Looking for materials
that help improve
performance and
reliability
 Need info on
winding/rewinding
questions
 Case studies
highlighting new
partnerships in
Motor Alliance
 Video on how to
test for insulation
issues in the motor
 Infographic on
different insulation
needs for different
voltages
 Product
comparison
chart and
mobile app
 Continuing
education – how
to understand the
different needs
within the motor
industry

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Content & Marketing Opportunities
Shorter and more frequent opportunities to reach content are key
 Educational webinars they can get credit for (online, self-paced type of training module)
 If can tie it into new legislation or new standards that are about to or have just come out, can be
extremely valuable since these engineers need to be on top of these things
 Whitepapers are huge for this group
 Provide valuable, technical information to the industry, on the industry
 Can quickly skim info and decide what they want to do with it (call-to-action) and if they want to
take action immediately, especially if it ties into a new technology or new product being
discussed elsewhere (technical conferences and events)
 Sponsorships/partnerships at technical conferences
 Engineers will pay attention, especially if new trends/products being discussed are something
they’ve seen or heard before
 “Very valuable avenue”
 Mobile apps for more efficient purchasing and accessing technical content

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Visual Content aroundTransformers
Thought leadership through transformer-specific content
Dry versus wet type transformers:
Great area for DuPont™ to focus on
technically – very valuable to engineers
without being too “sales-pitchy.”
Content Recommendations
 Best fit for wet and dry transformers
by industrial segment
 Where the line lies of when to switch
from one transformer type to the other
 What are the best applications for the
two types of technology?
Can create:
 Infographics/visual content
 Webinars
 Whitepapers
Infographics displaying comparisons
between dry and wet-type transformers
are easily understood by engineers and
clients, and establish viral content and
thought leadership for DuPont™
Nomex®.

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Insulation Sustainability Campaign Sample
Dedicated Sustainability Channels
LinkedIn
Website
Videos
Industry News
Posts re: energy
efficiency &
sustainability
Videos
Outside Content
Thought
Leadership
Sponsorship w/
Associations
Influential
Resources
Georg Daemisch
Nad Moodley
Electricity Forum
Sustainable Planet
Content around
DuPont being EE;
EE-related
information
Content
Video Infographic
Main Goal:
Gain thought
leadership by bringing
awareness to
sustainability issues
and the impact of
energy efficiency
insulation materials for
transformers.