The Syllabus:
When executing federal content marketing programs, Gordian modeled them according to a pillar-support strategy, with its internal content team producing/releasing a main pillar piece and three to six correlating pillar pieces on a rolling basis. The support pieces would serve to push readers to the pillar piece, where they would need to fill out a gate to access the pillar content. However, Gordian wanted to transition to a hub model instead.
Lesson Plan:
For its “Building a Better Way” campaign, Gordian targeted employees of federal agencies responsible for estimating the cost of federal construction work and companies that contract with the federal government to estimate and complete construction projects. When implementing its hub model, the company leveraged partnerships with respected industry third parties to produce the long-form content in the campaign.
The third parties hosted these long-form pieces – an industry research report and a panel discussion webinar – on their respective sites during the life of the campaign, while Gordian hosted them on its site, giving the content reach across three sites. Second, Gordian released all eight content pieces simultaneously on its website behind one gate.
Report Card:
The “Building a Better Way” hub campaign brought in 119 net-new names, while no other campaign has topped 75 since 2015. The opportunities won through those names produced a campaign ROI of 4,400%, even when accounting for the upfront costs of producing the industry report, article and webinar. This model also provided more incentive for customers to fill out the gate.
Report Card:
The “Building a Better Way” hub campaign brought in 119 net-new names, while no other campaign has topped 75 since 2015. The opportunities won through those names produced a campaign ROI of 4,400%, even when accounting for the upfront costs of producing the industry report, article and webinar. This model also provided more incentive for customers to fill out the gate.
