Make your content work harder
How to deliver good content that will gain traction with your audience and stand out in a sea of bland
Stir-It-Up Magazine
Country Range Group
The Country Range Group, a consortium of 13 wholesalers in the foodservice industry, wanted to disrupt the sector with a monthly magazine available in print and online, which added value to end users and drove customer loyalty for their own-label products and members.
Eclipse produce customised versions of the magazine for each wholesaler, reflecting their unique promotional offers. Under our creative lead, the publication has gained a reputation as “The M&S of foodservice magazines”, with its stylish design and informative content that actively drives sales growth.
67%[1] of marketers reported that their content team had been asked to do more with the same resources. We believe it’s more important than ever to make sure your content meets prospects where they are and doesn’t stay hidden in a sea of blogs or buried in a swathe of social posts.
[1] Content Marketing Institute (2022) B2B Content Marketing Benchmarks, Budgets & Trends
Content overload
As marketers, content forms a big part of your strategy, but that doesn’t mean it is always effective. In the age of AI, content development has spiraled out of control – while we recognise its use, teams are over-reliant on the likes of ChatGPT to create their sector ebooks, reports and blogs, resulting in a sea of bland content that prospects themselves could develop.
What people want is useful, insightful information written by an expert with an opinion on the subject matter. On average, B2B buyers engage with 3-7 pieces of content before talking to a sales representative, so content – including how it is delivered and consumed, matters.
Eclipse has a strong track record of writing, designing and delivering impactful marketing content through the use of printed and digital e-magazines. From extending engagement with live and virtual events to developing monthly or quarterly news publications targeting different personas, here are a few examples to inspire you.
The Vision
FireEye
When FireEye hired Eclipse to help answer the question “how can we engage with our customers?” we responded with an innovative education piece based around FireEye’s core messaging to set them apart from the traditional White Paper approach. The result? The Vision – an electronic newspaper written in a more relatable tone of voice which customers could engage with on their terms, full of relevant sector information.
Subtle advertising was included within the publication to draw attention to forthcoming webinars and events. Since the release of the first edition, The Vision grew to become one of the most important customer engagement platforms for the brand.
[2] Content Marketing Institute (2022) B2B Content Marketing Benchmarks, Budgets & Trends