Background

Companies large and small invest in marketing content to reach their audiences. But for large corporations, marketing teams must usually rely on other internal teams to get their content amplified, often competing for resources with their colleagues as more content is created.

In addition, research has shown that people’s attention spans are shorter than ever. By one estimate, attention spans have steadily decreased over the past decades to a mere 47 seconds today.¹ For social media, this time limit is even shorter: A commonly held belief in the marketing industry holds that the first few seconds of a social-media post are crucial for capturing audience attention. Not only must your social-media content stop readers in their tracks, but it also has to keep them engaged until they reach the ultimate goal, whether that’s to visit a website or to download a white paper.

And there are many potential missteps along the way. As a result, it’s not uncommon for companies to spend extensive time and resources on a set of technical marketing content, only to find that their hard work reaches only a few members of their intended audience.

Our marketing and consulting team can help clients work through and resolve these issues. With Prowess Consulting’s help, our clients can achieve higher engagement rates with their intended audiences across metrics, including impressions, click-through rates, and cost-per-click rates.

Case Study: Using Prowess Consulting Social-Media Channels to Amplify Content

One large technology client recently developed a white paper for a specific audience of IT decision makers. This client worked with Prowess Consulting to create social-media posts and a blog post promoting the paper, but the paper still wasn’t achieving the results (measured in content views) that the client had hoped for. The social-media posts were getting a decent number of impressions, but the client wanted to see how it could improve performance. In addition, they wanted to improve conversion rates, which dropped precipitously at the final step of downloading the paper.

Solution

We quickly developed a two-week ad campaign to promote the client’s blog post on our own social-media channels. After the client provided the linked asset and outlined a budget and campaign objective, Prowess Consulting developed visual content specifically targeted to the IT decision-maker audience. This content was A/B tested to determine the best-performing option.

Kevin Provost, Prowess Consulting account director, says our agility and established presence in social media among an IT audience were the keys to success. “We utilized our network of followers and expertise to boost engagement,” Provost says. “A large percentage of our followers are in the [client’s] core audience.”

Results

The campaign goal of achieving 200 blog-post views was surpassed significantly, with the blog post reaching an impressive 845 views halfway through the campaign. The effort was a resounding success, as our metrics outperformed platform benchmarks.