Fifty-four writers, six editors, four separate blogs, and one platform to manage them all: Find out how Cvent uses Compendium to streamline their content publishing process and generate content to fuel multiple blogs, e-newsletters, and social media sites.
Fifty-four writers, six editors, four separate blogs, and one platform to manage them all: Find out how Cvent uses Compendium to streamline their content publishing process and generate content to fuel multiple blogs, e-newsletters, and social media sites.
The Challenge
Cvent is the world’s largest provider of online event management, meeting site selection and web survey software solutions. With four distinct product offerings, Cvent communicates differently with each of its target audiences through various marketing channels. As you can see from the numbers above, this task requires Cvent to coordinate the efforts of a large team of content contributors and editors. In order to accomplish this task efficiently, Cvent needs tools with enterprise reliability to help guide writers to stay on message and to help administrators manage content with customizable workflows.
The Solution
In the fall of 2008, Cvent launched two blogs with Compendium, targeting their event planning and surveys offerings. Leveraging Compendium’s tools to help with content creation, moderation, and broadcasting, Cvent has since been able to launch two more blogs – each targeted at a specific audience with specific goals (e.g., thought leadership, brand awareness, lead generation). Features like Compendium’s Message Meter help Cvent’s 54 writers stay on message regardless of which of their four blogs they are writing on. Meanwhile, Compendium’s moderation workflow feature allows Cvent’s six editors to create custom approval workflows for each blog – easing the editing process yet assuring that every piece of content is proofed before being published. And all of this content is published on pages that are hosted in the cloud, ensuring that up-time is reliable and page load speeds are optimal, no matter where their online visitors are located.With four successful blogs at the core of their content strategy, Cvent has been able to launch several targeted eNewsletters. Each newsletter is populated with the best blog content targeted for its unique audience. In addition, Cvent’s blog content is published on their social channels using custom tracking. This allows Cvent to get more mileage out of their posts and to understand which content performs the best on each social channel.
Using their blogs as the hub for their content strategy, it is important that Cvent’s blog templates are optimized for conversion. To do so, Cvent leverages the Compendium support team to perform A/B testing on their calls-to-action. By testing various layouts and calls-to-action, Cvent ensures that their content strategy is optimized from creation to conversion.
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"Between the software and the human support, Compendium enabled us to take our content strategy to the next level and see real ROI from our efforts."
—Sherrie Mersdorf of Cvent
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The Results
With the help of the Compendium platform, Cvent is able to effectively and efficiently maintain four blogs, 54 authors, and six editors. How effective, you ask? Since their launch, Cvent has published over 6,300 posts over their four blogs (pretty impressive when you consider that IBM found that 80% of businesses that start a corporate blog never complete more than five entries). For the two blogs live during the full duration of 2010 and 2011, they experienced traffic increases of 175 percent and seen an increase in sales-ready leads of 325 percent between 2010 and 2011.
Learn more about Cvent by visiting their blogs: blog.cvent.com, survey.cvent.com, hospitality.cvent.com, meetings.cvent.com.