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  • B2B content marketing agency | Grist | B2B content marketing agency
    Lace Mawer and HBM Sayers the new firm BLM was keen to cement its position as one of the UK and Ireland s leading risk and insurance law business through the development of an innovative thought leadership programme Read more NHS Litigation Authority refreshed annual reports accounts For a large complex public sector organisation such as the NHS Litigation Authority NHS LA with competing priorities and limited resources collating the necessary information for its annual report and delivering it in a clear and engaging way can be extremely challenging Read more Barnett Waddingham web development Actuarial consultants Barnett Waddingham wanted to develop a new website that was worthy of its evolving brand and growing status without losing the personal touch on which its long standing client relationships have thrived Read more Blake Morgan new corporate website The initial workshops on strategy architecture and content were over The marketing team were excited about the creative the responsive website build was nearing completion the bespoke content management system active and launch plans being prepared Then news of the potential merger broke and we had to react Read more JLT Specialty magazine for the mid market Following the success of Risk Specialist magazine in building dialogue with larger corporates JLT Specialty was keen to find an effective communication with which to engage mid market firms Read more ACE European Group corporate positioning video Exhibitions trade fairs and conferences are an enduring feature of the B2B landscape and a great opportunity for product and service providers to attract new buyers With a growing number of industry events on the calendar global insurer ACE was keen to stand out in an increasingly crowded exhibition hall environment Read more Eque2 Customer summit and roundtable videos Eque2 is a specialist construction and contracting software firm After a

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/06/?page=1 (2016-02-15)
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  • B2B content marketing champions | Grist
    makers are a sophisticated and demanding audience They not only do not respond to rehashed marketing material but actually find it a discouragement Effective business journalism is needed to get under their skin and really grab their attention Respecting clients is paramount they can and will revert to other sources if they find yours self centered boring or irrelevant Only a magazine that takes careful consideration of these factors can reinforce your position as a trusted partner Achieving business objectives Understanding the obstacles is just the first step to publishing great content Next you must define what specifically you are trying to achieve Building brand awareness communicating competitive differentiation and broadening the client s understanding of the range of services you provide are common objectives client magazines can deliver outstanding results Holman Fenwick Willan is another UK law firm taking advantage of the medium Its client magazine demonstrates the full breadth of its service offering convincing clients that they are much more than shipping specialists And it works in a recent reader survey 75 said that it addresses important issues affecting their business and 47 of readers said they are more likely to do business with the firm after reading its magazine Cross platform Delivering these results is about great editorial great design great navigation all bound together to form an effective editorial journey for the reader on and offline Good content should bridge the gap between platforms a print article can highlight related content on a website which connects to video case studies and links to social media dialogue building a positive feedback loop that reinforces the messages And delivering content across two to three touch points increases brand recognition by 55 according to Econsultancy a community of marketing professionals The global thought leadership magazine for Willis a leading

    Original URL path: http://www.gristonline.com/insight/blog/2013/07/08/turning-page-effective-content-marketing-b2b-firms/ (2016-02-15)
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  • Willis: thought leadership magazine and microsite | Grist
    become this key driver of client prospect engagement Showcasing expertise In print online and through social media and events Resilience showcases Willis s deep industry expertise analytical insights and innovative risk management solutions It helps companies to navigate the uncertainties of the fast changing global economy with more confidence and where appropriate use risk taking as an opportunity and competitive advantage The print edition is distributed twice yearly to a global audience of clients prospects and Willis colleagues The magazine is editorially led providing objectivity and value to readers but also celebrates the joy of print a creatively distinctive and tactile product which entices readers to browse and read at leisure The complementary website with additional web only multimedia content plays a vital role in Willis s content marketing strategy acting as the hub for all cross channel activity from print edition and physical events through the corporate website and WillisWire blogging platform to social media and the trade press It enjoys highly targeted traffic through search social referrals and email marketing A dynamic interactive landing page draws readers into a growing body of high quality SEO rich thought leadership content including feature articles research opinion columns videos and infographics Article pages are brought to life with striking hero imagery animated summaries light box functionality expandable boxes photo carousels and easy to use sharing tools helping to deepen engagement and encourage wider distribution High impact across multiple channels The content is widely distributed across multiple channels including e newsletters social media promotion on willis com and the WillisWire blog events tie in plus PR activity Through these multiple contact points the reach influence and business value of the content is greatly enhanced Strong calls to action such as product information downloads and direct contact details for Willis experts are designed

    Original URL path: http://www.gristonline.com/insight/case-studies/2015/07/01/willis-thought-leadership-magazine-and-microsite/ (2016-02-15)
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