Case Study – Developing a Content Creation Engine No Matter What the Resources

Generating content is a critical way to drive engagement and leads for a complex sales funnel. Learn how the fifth-largest tax, assurance and consulting firm in the world overcame resources challenges to build a strategy around content that drives reputation, increases readership and engages more qualified website visitors.

In this session, Eric Webb, Senior Director of Communications and Brand at McGladrey, shares how his team developed a content engine that increased content production by over 300% and doubled Web visitors in one year.

You'll learn the specific steps to build a simple but powerful strategy around content that addresses typical B2B company challenges:

• Identify adequate support and resources at the appropriate level in the organization
• Implement inexpensive tools that can help keep projects and contributors in the loop
• Determine the types of content required for a strategy that aligns best to the buy cycle
• Select tools for uncovering "hot topics" to make your content more relevant
• Set up measures and reports to help educate and encourage contributors
• Help subject matter experts (who are not writers) to develop consistent, quality content

Take advantage of this opportunity to learn how to take your Web presence and content library to the next level by redesigning your production process in simple ways.

This session is designed to provide you with a tactical framework that you can immediately implement with your team to drive your content engine.