Marketing Manager at LexisNexis
The UK office has been using Turtl for a while and I always looked at their content enviously wondering how they produced it. When I first used Turtl I was so pleased to find out it was so easy to use, it’s idiot-proof! It's been so much fun to discover 'oh that’s how you do it'. It's also been a joy to share it with my colleagues and show others how to use it, it really gets the creative juices flowing.
If we were creating a white paper it would be in a PDF format and it would sit behind a gated landing page. We might create an infographic as well to really distil down the core information. We invest so much in thought leadership and we needed another way to get our message out there.
This piece of content relates to our credit solution for insurance policyholder acquisition. It is a regulated solution so it has an inherent seriousness about it. It’s very much top of funnel content but it's also for somebody who is tasked with the job of explaining to a colleague ‘why are you doing this, what’s it all about?' 'I know nothing, tell me why it is you are engaging LexisNexis to use this'. It can sometimes be important to create something that works across a few different levels. As we know, so many B2B buyers do an enormous amount of research online before they even reach out to a supplier. Alternatively, if someone is engaged with us and they are tasked with the job of explaining it to someone else within their buying community we wanted to give them the tools to explain it.
One of the things we wanted to do was demystify our solution and convey the information in an aesthetically pleasing way so people look at it with fresh eyes. The content in Turtl is engaging and packaged in an aesthetically pleasing way without dumbing down the content.
I have an account-based marketing campaign that I use here in the States which uses digital display ads to target titles within target accounts in the US market. This will become one of the pieces that I’ll use my ABM campaign to drive traffic to. I’m really interested to see how we can not only get a nice healthy click-through rate from my digital display ad but then what actually happens once they land on the ebook. I’ll be able to see what goes on, what are they reading? What are they clicking through to? That’s the type of information I just can’t get with a PDF. I’m really quite excited to see what will happen.
At the moment I can see what happens when they come through to my website, yes they are looking at a PDF infographic or a PDF white paper but I have no idea what is intriguing them and what’s really resonating. I think with that extra level, you’re almost getting into their minds and you can find out what’s working and what’s not as well which will be really intriguing. Otherwise, you’re just running blind and pumping out content for content's sake, you need to use the analytics to know what’s resonating and what’s not. We’re all about data and analytics at LexisNexis so our marketing has to be as well.
I love the flexibility that you can hyperlink through to existing pieces of content, it really breathes fresh air and new life into them. But, at the very highest level, the best feature is having that framework that can consistently deliver the look and feel that your brand needs. It's knowing that you can work within those boundaries (with a nice little bit of creative flare) and it will look great, otherwise, it’s all too easy just to go off plan. Pinning also changed my world!
Rely on your CXM because they are wonderful, that’s an easy one! They really are there for you and nothing is a problem. Sometimes I tried to solve something myself but with a quick call to Lucy, she would say ‘you do it this way’ and it changed my world. For anyone starting out, lean on your Customer Experience Manager, that's what they are there for.