CASE STUDY
Launching a content hub for B2B
Project Date: 2019-20
Company: ADI Global Distribution, a distributor of AV, security and networking products for installers and dealers
Challenge
When I joined ADI, I was a one-person content machine creating disparate content for email, website and social. But there was no single place to drive customers to from these channels that offered educational and editorial content we knew they wanted. In order to create content that had a longer life span and could bring value to customers than just marketing a product, we needed a content hub.
We also had no process for tracking content assets, or content calendar for planning upcoming campaigns and non-promotional content. We realized there was a need for a single project tracker for content.
In addition, as my content team grew to three people, we needed a strategy would take us from order-takers to trusted advisors.
Solution
The strategy was to shift away from promotional-heavy marketing to educational content that provided value to customers. This strategy required input and approval from marketing leadership and collaboration with cross-functional partners.
My work included:
Creating a calendar for all non-promotional content across multiple channels and content types, including articles, webinars and emails
Implementing weekly editorial meetings with my content team and bi-weekly meetings with my demand generation counterpart
Soliciting feedback from product managers, SMEs and customers on what topics mattered to them and what they wanted to learn
Launch a content hub for articles and other editorial content
Results
In March 2020, I launched ADI’s first-ever content marketing hub to house editorial articles that we were publishing on a monthly or bi-monthly basis and worked with in-house designers to bring this vision to life. This content drove more than $500K in influenced revenue in the first four months since launching, and articles have received thousands of page views.
With our calendar and processes in place, my team and I were able to plan up to a year in advance for the content hub and other multi-channel, content-driven projects that aligned to business goals, customer interests and industry trends.
The content hub is still used and updated by the current team as of mid-2024.
Editorial calendar for the content hub
Content hub on the ADI website. The hub is still used and updated as of mid-2024 by the current team.