Publisher + brand + good idea + results = award
Leading UK Technology website The Register have built a tremendous following in that they publish news and thought to an audience of highly engaged IT professionals. The brief from Microsoft was they they wanted to position themselves as thought and technology leaders in Cloud Computing. They wanted to combine this with a lead generation element. The Register's solution included a new content channel on Cloud Computing including a forum. With news, features and Microsoft content this was published in the channel, a mobile app for all smartphones, an iPad and a tablet app.
Video was integral to the campaign and included a series of case studies on businesses making a difference through their use of (Microsoft) Cloud solutions, expert webinars as well as one to one engagement with Register Users
The result was that The Register successfully delivered a big lead target, and the website was also the first in the world to host content pulled from the LinkedIn API. You can see the channel here...http://www.theregister.co.uk/cloud/
To cap it all off they won the IPA Media award for Most Effective Online campaign. Our invite for the awards night sadly got lost in the post.
Leading publishers in their field are in a unique position to ensure success of content marketing campaigns. If worked with properly and in an equal partnership they can deliver content to their audiences as The Register have done and truly deliver results in a way that is not available through any other medium.
Publishers are reacting to a slow advertising market and look to offer solutions. If you are clear on your objectives and what the success metrics should be, you can clean up.