Awards 2014, category eight: UM London for Microsoft

November 11, 2014

Best use of content marketing: Hands on with Microsoft

IT Pros have been lacking the knowledge and confidence to push for Microsoft Cloud Services within their organisations. We needed to change this and demonstrate the value Microsoft’s Cloud OS could deliver.Our job was to raise IT Pros’ awareness of Microsoft’s Cloud OS and drive purchase intent with a budget of £127,500. The activity ran from September to December 2013.

To convince the busy IT Pros that Microsoft’s Cloud OS was the solution for them, we needed to create reliable, useful content.

We created the first ever live, free-of-charge professional online training sessions for Microsoft’s Cloud OS, in partnership with trusted IT title, The Register.

We ran six, one-hour ‘RegCasts’ on Cloud OS technologies. To back it up, we created tech articles by The Register’s journalists for further hands-on insight for the readers. 

By taking this content approach we were able to bypass the resistance of IT Pros that objected to IT vendors “selling” to them, by giving them something of genuine value:


• Confirmed business leads of $400,000 from our activity
• Two of the largest-ever viewing figures in The Register’s history with over
1,800 users
• We reduced cost-per-engagement by 97%

Summary

Topic

ROI
Customer insight
Content marketing

Pages

9

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