Lead generation through tailored content [CUSTOMER STORY]
Teledyne CARIS has been a developer of software for the hydrographic, ocean mapping and wider geospatial community for over 35 years. In addition to its products, the company also offers a comprehensive level of support through training sessions and consulting, online technical support, email and multilingual telephone support. Developed in cooperation with hydrographic clients and universities, the CARIS toolset provides clients with resource optimisation and a true operational advantage.
The advanced software from CARIS is used worldwide in very diverse application areas and by a wide variety of companies. In order to illustrate the real benefits and possibilities of its software, CARIS was looking for a partner to create content about the applications of the software and to promote the content to a relevant audience. The main targets of the campaign were to contribute to the branding of the CARIS software through informative articles and to generate high-quality leads among the people who were reading the articles.
Creating content that matters
The first step in this campaign was to create high-quality articles which illustrated the benefits and possibilities of the CARIS software applications in an informative tone of voice. For each article we started by determining the subject and finding the right contact person on site, which was done by CARIS. For example, the first article was about the Port of Hamburg, where CARIS software is used to aggregate and supply data to various users around the port.
With the subject determined, the creation of the article could be started. The articles were written by skilled writers from Geomares’ network of editors and content specialists, in combination with one or more contact people on site. The article was submitted to CARIS for correction and approval before being finalised.
Reaching a relevant audience
In view of the hydrographic nature of the campaign, Hydro International was the ideal channel for publication and promotion. To find the right audience for CARIS, we promoted the articles multiple times through the Hydro International website, newsletter and social media channels.
Besides promotion, another aim was to generate high-quality leads via the articles. We devised multiple solutions for this, such as prompting readers to provide their email address for more information after they had been reading for a few minutes and/or at the end of the article.
At the time of writing, three of the four articles have been written and published:
- Centralised Data for Hamburg Port Authority (published June 2017)
- Survey Data Management Critical to Port of Melbourne’s Operations (published July 2017)
- Chart Management and Production for Sweden’s Coastline (published November 2017)
The articles generated more than 7,500 pageviews in the period between June and December 2017. The average time on the web page varied between 2.5 and 4 minutes, which resulted in dozens of high-quality leads for CARIS to follow up.
With full ownership of the articles, CARIS is free to use them through its own marketing channels in the future.