"The Little Book of Learning & The Little Book of the Future" - Reed Learning
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B2B Marketing Summit 2012 The Little Book of Learning & The Little Book of the Future by Reed Learning & L&Co Content Marketing Case Study:
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Reed Learning produced a content marketing strategy to acquire data and drive revenue during the economic downturn. The approach was a series of two free "little books" addressing topical issues and concerns of HR professionals and those in the market for training. This approach was at odds with other players in the industry, who were focusing their efforts on discounts and direct response campaigns. By aiming instead to engage with clients' interests and concerns though engaging content, this campaign took something of a risk. Given the tough economy the ROI of 219% was excellent. The campaign drove 8000 warm leads through paid and viral promotion via online communities and forums, with a cost per lead 80% lower than industry average. This result was described by one media partner as "unprecedented".
Transcript of "The Little Book of Learning & The Little Book of the Future" - Reed Learning
B2B Marketing Summit 2012
The Little Book of Learning & The Little Book of the Future
by Reed Learning & L&Co
Content Marketing Case Study:
B2B Marketing Summit 2012
@reedlearning@landcodesign
B2B Marketing Summit 2012
The company
B2B Marketing Summit 2012
The past…
B2B Marketing Summit 2012
0
1,000,000
2,000,000
3,000,000
4,000,000
2006 2007 2008 2009 2010 2011
Reed Learning Directory Volumes
Declining DM
B2B Marketing Summit 2012
Getting sign-off
“A quality booklet covering issues surrounding professional training to be associated with Reed Learning and kept by anyone with even a passing interest in learning.
It should engage those interested in the training industry, associate useful information with the Reed Learning brand, provide subtle calls to action (not too salesy), be kept on desk, drive people to register on web.”
B2B Marketing Summit 2012
How much?!
£17k on a book?! At a time like this?!
B2B Marketing Summit 2012
Goals
– 2,000 relevant training & HR leads
– At least 100% ROI from attributable revenue
– Impression of trusted partner with
customers’ interests in mind – not a faceless
corporation
B2B Marketing Summit 2012
A printed book
B2B Marketing Summit 2012
Creating the content
B2B Marketing Summit 2012
Creating the content
B2B Marketing Summit 2012
Creating the content
B2B Marketing Summit 2012
Creating the content
B2B Marketing Summit 2012
Channels
B2B Marketing Summit 2012
Outcomes
• “Requests for copies from our membership was unprecedented and demonstrates the value the guide gave.”
Publisher, Trainingzone.com
• “The Little Book of Learning was the only thing I hung on to from the HRD exhibition and was the initial reason I got in touch with Reed” Head of L&D, Citrix
B2B Marketing Summit 2012
What we learned
• Invest time and money
• Begin with very clear objectives
• Don’t sell too hard
• Collaborate
