Easy to use. Comprehensive. Collaborative. The adjectives used to describe Compendium speak to why the content marketing platform has a growing roster of fans.What they're saying
Easy to use. Comprehensive. Collaborative. The adjectives used to describe Compendium speak to why the content marketing platform has a growing roster of fans.
With 58 retail stores across the United States and Canada, Bass Pro Shops is undeniably one of North America’s premier outdoor retailers, serving more than 100 million sportsmen, women and children a year. But the company wanted to create deeper and more meaningful interactions within each store’s markets. Where are the fish biting locally? Which hunting spots are the best at which times of year? What regional events are coming up? What’s the latest gear that the avid camping family must have? Exchanges like these would help make Bass Pro Shops the go–to leader for local, outdoor information.
Bass Pro Shops was particularly interested in three areas of production and service for its content marketing hub: First, the site needed to be easy to use, so that each store could have its own accounts and pages produced by employees who truly understand the customers and their needs, but who may not be particularly tech–savvy. Second, search results had to be organic, not advertising–driven. Third, they wanted a Compendium account manager to help them make the leap into the digital space.
Approximately 200 contributors now generate about 170 articles per month among the 58 retail outlets. The company published 2,249 articles in 2012 and the hub nearly tripled the number of visitors from the previous year. And click–through rates exceeded 15 percent, a truly remarkable figure. This all means Bass Pro Shops’s technology–challenged employees were easily able to produce exactly the kind of specific, local, expert information that their customers and their social media–connected friends were searching for.
Six distinct product offerings. Six distinct audiences. Eight moderator/editors and more than 50 content writers. Cvent, the world’s largest provider of online event management, meeting site selection and web survey software solutions, needed a seamless, efficient interface with enterprise reliability to manage all this disparate marketing content. The solution also needed to reach its various target audiences through just about every marketing and social media channel, including 12 regional and national enewsletters, a variety of nurturing campaigns and Facebook, Twitter, LinkedIn and Google+. And they needed to do it without overwhelming their editors.
Leveraging Compendium’s tools to help with content creation, moderation and broadcasting, Cvent created four distinct content hubs—each targeted at a specific audience with specific goals, such as thought leadership, brand awareness and lead generation. Features like Compendium’s content score, which gauges the relevancy of a story to the determined audience, help Cvent’s 50–plus writers stay on message regardless of the topic. Compendium’s moderation workflow feature allows Cvent’s eight moderator/editors to create custom approval workflows for each hub—easing the editing process (average work hours per editor per day: 1.5) while assuring that every piece of content is proofed and formatted before being published.
Since 2008, Cvent has published almost 8,000 articles. Traffic to its content hubs increased 175 percent from 2010 to 2011, with double the number of page views since moving to Compendium’s new layout in fall 2012. Its nurturing program, which leverages content to help move prospects through the sales funnel, resulted in an increase in sales–ready leads of 325% between 2010 and 2011. The blog contributed 5% of asset downloads and 1% of demo requests over the last year, with 60% of those coming since launching the new design. Most important, Cvent projects ad sales on its various blogs to reach $1 million in 2013.
Recruiting and retaining quality student prospects is every university’s goal, and Indiana University (IU) had an idea—enable existing IU students to create content about campus life and create credible, real content that high school students can trust. And IU wanted to spread that content directly to the prospects’ own digital social media channels, like Facebook, Twitter, Google+, YouTube and Pinterest. The university needed a platform that was robust enough to aggregate students’ stories, allow editors to moderate content before publication, and also enable students to share their stories through their personal channels to reach prospects in their own social circles.
Compendium delivered a content marketing platform that serves as a marketing hub to collect student–generated articles, videos, photos and audio files aligned with 80 specific categories, including college life, fraternities and sororities, local restaurants, and, of course, Indiana Hoosiers basketball. Anywhere from 50 to 100 students [the total varies widely from semester to semester according to Jay Steele, Assistant Director, Office of Strategic Communication and Marketing] contribute at least one article per month through the easy–to–use, Web–based interface. And the editor needs just one hour a day to moderate the content, proofread and copyedit it, select the proper categories and format graphic elements before publication.
With about 1,200 articles per year—which, by the way, are also repurposed for other marketing materials like email newsletters—IU has seen about 150 new visitors a day to the site, with an average of 3 minutes and 2.5 pages per visit, far above the average before the Compendium platform was implemented. And readers are sharing content on their social media sites; “One article on dorm placement, which incoming freshman are particularly interested in, was shared 1,100 times,” says Jay Steele, assistant director, Office of Strategic Communication and Marketing. “That’s the way prospective students want to get their information these days.”
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