Case Studies

From Content Marketing Institute:

DCP's client list is fairly extensive and our customers have continued to use custom content in various formats to grow their business.  A recent survey reinforces that marketers are using custom content in an increased fashion to retain and acquire new customers.

A report presents the results of a study conducted by Roper Public Affairs and Corporate Communication for the Custom Content Council shows CMOs Increasingly Value Custom Content. This report measured increases over five years from 2006 to 2011. 

Close to nine in ten CMOs say that they see value in the service provided by custom content (87% say custom content is very or somewhat valuable). This represents a 15 point increase from 2006.

In the past we've discussed the resource allocation to developing more custom content.  This survey backs what we've been stating about this dramatic shift in the throught process - the allocation of resources to creating branded custom content and content marketing strategies.

New Study Reveals Record Level of Resources Allocated to Content Marketing

When you’re competing for business, especially against companies with more established brands, you know that you have to differentiate your company. Typically, you hire extremely knowledgeable and helpful staff to provide premier service since that is a distinction that consumers quickly recognize and value. Your top-notch employees help guide consumers to make intelligent choices (such as purchasing your products and services) and they inspire those consumers to come back in the future, rather than shifting to your competitors. That’s the historical scenario.

Today, a prospective customer's first impression of your business is more likely to be with your website rather than with your employees. So how do you provide that same superior service on the Web? That’s where content marketing comes into play. Content marketing is how you can take your company’s expertise and make it easily accessible to prospective customers online through advice, tips, downloadable whitepapers, etc. Content marketing is also how you get more people to visit your website instead of your competitors’ websites, since relevant content is the best way to boost your search rank.

Read this case study by Newt Barrett, How Content Marketing by SW Florida Insurance Agency Clobbers a Billion Dollar Competitor--it's a perfect example of how to win clients by providing customer service through content marketing. It showcases a content marketing strategy that genuinely benefits customers. You’ll see the creative, timely, relevant information that Gulfshore Insurance provides front and center on their homepage.

Then take a look at your website from the perspective of a prospective customer. Are you providing them with a valuable service that they can’t get from your competitors? What types of valuable content marketing are your competitors providing? I think this is an important exercise we all should perform on a regular basis.

And don't forget, DCP can help you implement an effective content marketing strategy.

As a marketing director, I’m well aware that you’re not supposed to plug your own company’s products on your blog. So please pardon me for breaking this rule but I really think you should take a look at a powerful new online magazine tool from DCP.

Over the years, we’ve provided our clients with different ways to publish their valuable print content on the Web. We started by offering a basic HTML version of their print publication that we call an ePub™.  Functional and inexpensive, this simple solution does a nice job of converting print content into an HTML-based online publication. But its templated approach doesn’t take full advantage of the design and interactive possibilities of the Web. While it replicates the print content, is doesn’t give clients the ability to extend it.

When the digital “flip-book” products gained popularity, DCP jumped on that trend. The good news with the digital magazine solution is that you preserve the beautiful layout of your print issue. The bad news is that it’s hard for your audience to read digital magazines because the print layout doesn’t translate well to a computer screen. The font is typically too small to read when viewing a full page, causing readers to have to constantly zoom in and out. Navigation is also a bit tedious. Clearly, this is not the most user-friendly solution.

DCP performed extensive research to find the best solution to bring a print publication to life online. WebExtra™, our new product, is a powerful, cost-effective online magazine tool that allows you to extend the reach and effectiveness of your magazine without spending an arm and a leg!

Some of the biggest advantages of WebExtra:

• With an easy-to-use Content Management System (CMS), you can regularly post fresh content — including articles, videos, slideshows, and audiocasts—that keep your audience engaged 24/7/365.
• Make your magazine a two-way conversation with your audience through article commenting and Ask the Expert features.
• Extend the content from your print edition by linking readers to relevant videos, podcasts, slideshows, etc.
• Promote news, events, or whatever you want in real time with WebExtra’s built-in event calendar that is highlighted on the home page.
• The custom designed feature stories look even better online than in print!
• This fully hosted solution presents no burden on your IT department and links seamlessly to your main website.

Take a look at the latest edition of WebExtra produced for UC Hastings College of the Law at magazine.uchastings.edu . Imagine what WebExtra can do for your print content!

Not sure where to start with your social media efforts? It’s always useful to read case studies of how other organizations are tackling similar challenges. On the one hand, it’s great when you can pick up a few valuable tips. On the other hand, it’s nice to confirm that you’ve already been doing things right.

That’s how I reacted to the lead article in the September/October 2009 issue of Spectrum, SHSMD’s bimonthly member newsletter, “Launching Our Hospital’s Social Networks: An Insider’s Perspective.” It tracks the steps that Swedish Covenant Hospital in Chicago took to develop a social media presence. Written by two of the hospital’s marketing professionals, Leigh Ginther and Laura Prusik, this case study presents an intelligent process and meaningful observations.