To stand out in the crowded unified communications market, Amanda Maksymiw partnered with DemandSpring to create an engaging and informative content campaign for IT and CFO buyer personas to explain the value of migrating to enterprise cloud communications from legacy telephony solutions. Rather than create a standard white paper, Cloud Shift was created as a long-scrolling, immersive experience, optimized for SEO and customized for each buyer persona. The campaign included social media posts, snackable sharable content, downloadable PDF, nurture emails, digital ads, content syndication, sales email templates and scripts reps could use during their follow up. The content was also localized for the French market.
To ensure it was consumed by its target audience, the content was made free on its website and used in digital ads within the company’s overall ABM strategy. Throughout 2020, the content earned more than 3,000 page views, with an average time-on-site of more than three minutes.
Maksymiw has worked for the past five years on establishing Fuze as a thought leader in the future of workspace. Throughout her tenure, she has launched several content campaigns to build brand awareness and establish credibility, including research reports, case studies, infographics, videos, blogs and more. Over the past 18 months, all content marketing assets have driven more than 9,000 downloads and 4,000 engaged account contacts. Traffic to thought leadership content on the future of work has increased by 300% over the past year. Video content has performed particularly well over the past year on social media channels, earning more than 200,000 views on paid social channels.
In addition, this year, Maksymiw and her Fuze colleagues innovated virtual events. Instead of the typical live webinar, the Fuze team organized an on-demand, week-long, virtual event called Flex Summit Week. Each day, bite-sized content drops were published at 10 a.m. and promoted via social media and email to the Fuze audience. Registration wasn’t required; however, visitors were able to add sessions to their calendars. Content ranged from video interviews, PDF report, repackaged analyst webinar, video keynote and a podcast. The goal was to get 300 views, the target for an in-person event pre-Covid. At the conclusion of the summit, content was watched 627 times, more than 2X the goal.