Gartner Research

Small Business Research: Driving Leads with Content Marketing (Rogers Communications)

Published: 13 November 2017

ID: G00364839

Analyst(s): Marketing Research Team

Summary

This case study provides marketing managers with an example of an effective multi-touchpoint content marketing campaign that allowed Rogers Communications to generate 4,000 digital leads, resulting in 3,000 subscribers for a new product — the Unison service — in four months.

Table Of Contents

Overview

Solution Highlights

Objective

Business Context

Prerequisites

Descriptive Solution Components

1. Tailor Content Marketing Through Journey Mapping

2. Stagger and Optimize Content

3. Employ Varied Content and Channel Mix

4. Maintain Consistency

Results

About This Research

Recommended by the Authors

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