Research-Based Content
Amazon Web Services (AWS) created its DE&I Awareness and Impact Program with TechTarget and TechTarget’s Enterprise Strategy Group to exemplify how buyer-led research can drive material change in awareness, increase brand connection and support key business objectives. Additionally, the program sought to recognize the critical role that good content plays in building and evolving thought leadership in today’s digital-first world.
The campaign was broken down into three phases:
- Phase one started in 2022 and provided quantitative primary research study and analysis to gauge how enterprises foster mature DE&I programs, alongside a series of custom content assets from primary research, including E-books and Infographics.
- Taking place throughout 2023, the second phase focused on quantitative primary research study and analysis to gauge how enterprise DE&I programs drive business impact and the year-over-year changes. This phase featured a series of custom content assets from primary research, customer story content and high-touch integrated media.
- Phase three kicked off in 2024 with planned a quantitative primary research study and analysis to gauge prioritization of technology-driven inclusivity/accessibility into both employee and customer experiences, with plans that include custom content assets from primary research, media campaigns and lead generation efforts.
So far, the campaign has seen:
- 74% increase in citing AWS as a leader in DE&I by respondents who viewed AWS’ custom site;
- 58% increase in identifying AWS as more appealing by respondents who viewed AWS’ custom site;
- 58% increase in engagement intent defined by survey respondents’ likelihood of visiting aws.com in the future;
- 24 DE&I content assets developed in 2023 driving significant high-quality engagement across program; and
- More than 2,000 high-profile executives from Fortune 500 and leading institutions across all industries engaged with AWS DEI content on TechTarget across the year.
