where marketing works - FOR B2B
While over-the-top (OTT) streaming platforms are exploding, content piracy behavior continues to evolve. Thus, the technology behind content protection is also becoming increasingly advanced and sophisticated. Developers and providers need to understand not only the size of the problem, but how technologies and technology partners work together to protect their valuable asset – and who today’s trusted leaders in the content protection industry are.
Working with three leading anti-piracy technology providers, S&D helped develop and coordinate a content initiative to build awareness of their companies and the solutions they provide through articles, video stories, SEO, events and emails.
The series, dubbed How to Trust Your Player was presented by Bitmovin, Friend MTS and Intertrust and covered best practices that content developers and distributors can use to secure the delivery of OTT content from origination to end-user via browser-based players.
Representing Friend MTS, S&D developed the strategy and communications plan for a six-month period in 2020. Managing the project, we coordinated with the three partners on each aspect of the initiative, including article development, editing and proofreading content, logo and graphic design, fireside chat scripting, recording and editing, and contract negotiations with a third-party for the closing webinar.
S&D incorporated effective SEO strategy throughout the series, created a design concept that meshed with the partner companies' brands and implemented email and social media cross-marketing strategies that drove audiences to a campaign landing page.
the goal - increase awareness
The initiative was successful in its goal to increase brand awareness and engagement for all three partner companies, garnering positive results and lead generation for all.
And the results were immediate. After publishing just the first article in the series, there were measurable spikes in social media activity and engagement. In fact, after the first article, 90% of the visitors to the Friend MTS website were first-time visitors.
Each new article and video release garnered increased traffic for the partner companies.
B2B MARKETING CONTENT THAT WORKS
How to Trust Your Player is just one example of how S&D can create and implement an effective B2B content marketing plan. As communications moved online in unprecedented volume in 2020, How to Trust Your Player captured interest, clearly explained complex technology and produced significant brand awareness results for not just one - but three - companies working together.
“S&D is a great team of strategic thinkers. They managed our account superbly, flexibly, and with good humour. The support they provided increased our market presence and visibility, and we’d be pleased to
work with them in the future and wholeheartedly recommend them.”
- Nik Forman
Director of Marketing
Friend MTS, London UK
Ready to see how content marketing can increase awareness for your business?