One tweak at a time: How analytics improved our content marketing
Abstract
Recent surveys of business-to-business (B2B) and business-to-consumer (B2C) marketers identify content marketing as an activity with significant commercial impact, a trend to watch, and a concept to understand and master. At Deloitte, content marketing equates to thought leadership. The company view’s thought leadership as a way to frame their capabilities, expertise and intellectual capital in the context of business issues that matter to clients, prospects, talent and other important stakeholders. Five years ago, Deloitte launched a comprehensive assessment of its thought leadership programme, and concluded that they were falling short of their aspirations. This paper highlights how Deloitte systematically applied digital and web analytics to improve their content marketing efforts.
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Author's Biography
Jonathan Copulsky is a senior partner with Deloitte and has led the firm’s thought leadership programme for the past five years. In this role, he oversaw the launch of Deloitte University Press and dramatically expanded use of innovative approaches to thought leadership, such as large scale data visualisations and massive open online courses. Jonathan writes frequently on issues related to marketing strategy, including a critically acclaimed book, Brand Resilience, a primer for executives on managing reputational risk. Jonathan serves as an adjunct faculty member at Northwestern University and charter member of the Advisory Board for Northwestern’s Spiegel Research Center.
Amy Bergstrom leads marketing for Deloitte University Press, the company’s publishing imprint. She manages a robust marketing programme and talented team to promote the more than 200 articles, periodicals, and multimedia content published annually by Deloitte University Press. Amy is also the managing editor for Deloitte Review, Deloitte’s bi-annual magazine. Prior to joining Deloitte she was an account supervisor at Fleishman-Hillard. Amy holds a BS in mass communications and public relations from Boston University.
Michael Simone leads a team that analyses millions of interactions across Deloitte.com/us, DUPress.com, CMO.Deloitte.com and Deloitte social media accounts to spark data-driven action. Michael and his team provide actionable insights and recommendations to improve marketing strategies, create powerful experiences, develop relationships, and effectively align investments and resources. Michael holds a BA from Rutgers University with a concentration in Communication and Leadership.
Citation
Copulsky, Jonathan, Bergstrom, Amy and Simone, Michael (2016, September 6). One tweak at a time: How analytics improved our content marketing. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 3. https://doi.org/10.69554/KXCV2405.
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