When Dell Mobility tapped TDA for help with a product campaign, the organization knew exactly what it wanted: consistency across content assets. But it needed help to execute effectively.

By taking an integrated approach to content creation, TDA was able to create a cohesive story about the advantages of the Dell enterprise mobility workspace solution throughout the buyer’s journey—while also reinforcing the product’s brand messaging.

Creating consistent content that accelerates sales
With prospects frequently sourcing information before they engage with a salesperson, content consistency is more important than ever and often easier to want than to accomplish. In the fast-moving market for mobile productivity solutions, it can be difficult to achieve as customer requirements can change quickly.

Understanding and planning for specific kinds of assets needed to drive traffic from the outset helped ensure a cohesive voice. After consulting with TDA, Dell Mobility decided upon an integrated campaign with the following TDA-created components:

  • White paper. This asset weaves thought-leadership content together with compelling product information to engage both business and technical audiences.
  • Blog. This post highlights the advantages of a secure enterprise workspace approach to mobility management while generating interest in the Dell offering.
  • Video. This entertaining asset provides a fun and engaging approach to communicating the value of the Dell enterprise workspace solution while showcasing key features.
  • Social media posts. Twitter and LinkedIn social posts help capture attention and drive readers to the blog article.

A well-planned call-to-action strategy helped steer prospects toward deeper, more engaging content. Each piece served to create an appetite for more content, sending readers to other elements of the campaign. In this way, Dell was able to strengthen its product brand messaging at every touch point.

Understanding the anatomy of B2B content

TDA runs many similar client engagements, which is why we created the following visual depiction of our methodology. This illustration helps our marketing clients explain to their stakeholders what goes into an effective, integrated campaign; it also shows how B2B content fuels sales conversions.

Sending the right message through the right channels

The most successful integrated campaigns are composed of content tailored to each stage of the buyer’s journey. If you can integrate multiple pieces of content into your best channels, your messaging will come across as streamlined and strategic. While there is no one surefire formula for success, there are some steps that can help maximize your impact:

  • Know your audience. Have a clear understanding of your target audience, including their attitudes, interests, behaviors, and motivations. Determine the types of topics they are interested in and the platforms on which they congregate.
  • Stay consistent. Make sure your messaging—as well as your visual identity—is consistent across assets. Research shows prospects need to hear your message multiple times before they act. The more consistent your messaging, the quicker you’ll get there. This is especially important in social media when you’re aiming to create personal, one-on-one relationships.
  • Pick your distribution channels wisely. Be ruthless in selecting and rejecting channels. Which channels do your prospects prefer? What are the channels’ strengths and weaknesses? Remember, you can’t be everywhere all the time—and neither can your prospects.

Creating lasting impressions

Planning and creating an integrated content marketing strategy takes time and diligence, but the investment will pay dividends far beyond the original effort. With the right approach, you can improve your audience reach and enhance your messaging impact. Producing highly effective integrated marketing campaigns is a core TDA competency—let us know how we can design your next campaign in a way that ensures consistency across the content forms your audiences crave.