Content and lead generation strategy, optimisation and execution using a variety of inbound techniques: webinars, blog, thought leadership white papers and reports and review campaigns.
Background
How to engage with mobile apps and interactive content prospects? By a range of inbound marketing techniques and earned media.
Rakuten Aquafadas (rebranded to Rakuten DX in November 2020) is a software company that provides innovative digital content publishing solution aimed at large businesses wanting to impress with rich content experience on mobile devices.
To convince their target audience that content apps are not just ‘nice’ to have, they needed to develop multiple inbound marketing approaches. Key objectives were to raise brand awareness, provide evidence and education materials at the zero moment of truth point for consumers, and also to support sales teams with pre and post sales conversations.
Approach
In order to attract marketing, consumer experience, digital transformation decision makers, while working as Marketing Manager and Head of Marcomms, I developed various lead gen and content approaches.
Webinars
These were transformed to an interactive broadcast (live and on demand), with clients as special guests there to provide their view of Rakuten Aquafadas’ products and solutions. The webinars were presented with vibrant visual supports, in-polls revealing invaluable insights about webinar attendees and exit surveys helping to identify marketing qualified leads (MQLs) and sales qualified leads (SQLs).
Case studies
Created by liaising with clients in order to capture theirs business challenge, Rakuten Aquafadas solution and results achieved. The case studies series was informative and compelling, illustrated with videos, quotes and images and designed to put Rakuten Aquafadas technology on the buyers’ map, and create credibility among prospects.
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Blog
Initially a blog written in-house and covering topics of mobile apps, digital transformation and trends, industry events and the Rakuten Aquafadas products. Working with an external content provider we elevated the blog and started translating it to multiple languages and promoting in a monthly newsletter and on social media.
Blog series included:
- Apps and mobile knowledge providing education and insights for business decision makers at all decision journey stages.
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- Decoding technical jobs designed to explain technical jobs and featuring interviews with colleagues from Rakuten Aquafadas and the Rakuten Group.
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- Annual best Rakuten Aquafadas apps review showcasing examples of client apps created with the Rakuten Aquafadas technology.
- Mobile and digital predictions from industry experts providing not only insights but also acting as a way to engage with influencers during the blog co-creation process.
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Thought leadership reports and white papers
Biannual informative and visually attractive content pieces aimed at consumers at all journey stages. Covering topics varying between apps creation, designer interactive content, multichannel enterprise content creation and mobile apps on boarding. Written in three languages and promoted with media partners across EMEA via email and magazine campaigns.
Review campaign
The Rakuten Aquafadas brand has been promoted across multiple software review sites in order to intercept consumers searching for tried and tested software. This technique allowed the content publishing company to expand their earned media. It was also a perfect way to engage with existing customers while gaining invaluable 5 star ratings.
