The right content strategy using the right platform creates a recipe for success. Find out how Indium used Compendium to discover their best content (from the least likely suspects) and increased online lead generation by 83 percent.
The Challenge
CONTENT leads to CONTACT, which leads to CASH. This is the mantra of Rick Short, Marcom Director at Indium Corporation, a developer and manufacturer of electronics assembly materials. In early 2009, Rick knew that his best blog content came from his technical staff, not just his marketing department. That’s why he’d taken the time to set up 9 blogs with 12 contributing authors—a whole-hearted attempt to get as much industry-leading content published as possible. Despite the bold approach, Rick needed an easier-to-use platform for his authors and, more importantly, a platform that would help streamline his content optimization and organization efforts.
The Solution
In September of 2009, Indium transferred its blogging program to Compendium. Using a “white glove” service, the content was exported from their existing blogs and imported into Compendium with minimal effort. Content was automatically organized around keywords and categories that were important to Indium and those in their industry. On top of that, Indium benefited from Compendium’s content creation tools designed to guide writers from a clean slate to a published blog post. Tools like Compendium’s message meter help Indium’s writers stay on message. Email-to-post lets writers generate content and capture ideas with ease—even when on the go.
The Results
Indium began to see the benefits right away. With high-quality content now on a platform with SEO-friendly architecture, Indium experienced a significant boost in search traffic and, consequently, a huge 83-percent surge in online leads. Indium’s hard work has even been recognized outside of their industry, with Chief Content Officer calling Indium’s blog a Content Marketing Innovation of 2011. The effects of their high quality and well-optimized content reached beyond just the direct increase in online leads. Indium’s bloggers have been recognized by employees at Samsung who follow their blogs, proving that their initiative is strengthening the Indium brand. Rick has also noted an increase in employee satisfaction as bloggers have been given an opportunity to share their expertise on topics that they deal with every day: “Our rich, specific, focused information is highly desirable to our target audience. We aim to ‘be the answer today to the question the customer will ask tomorrow’ by publishing rich content in our blog, and Compendium has provided the tools and guidance to help make this possible.” See more about Indium at http://blogs.indium.com.