OVERVIEW

Chief marketing officers and other high-level marketing decision makers are target audiences for many of the B2B-focused clients at BLASTmedia. This is the case for client Formstack, providers of online forms designed to impact web conversions. The company enlisted BLASTmedia’s public relations and creative services to raise brand awareness among digital marketers and gain more share of voice online.

TACTICS

A topic that Formstack wanted to tackle and share expert opinion on was “7 Skills New Marketers Need to Succeed.” While a bylined article could stand on its own, BLASTmedia understands the power of visual content. Working together with the PR team to define the target media and audience for this topic, BLASTmedia designed and developed a visually-compelling infographic to share with the press and promote via Formstack’s blog and social channels.

The infographic outlined the diverse skillset that digital marketers need in the fast-paced, ever-changing marketing industry. With its modern design and original research, the “marketing skills” infographic was the perfect anchor piece for a media outreach campaign.

During the production of the infographic, BLASTmedia developed a 60-day media outreach strategy for the infographic’s launch. The plan included targeted outreach to marketing trade, public relations, advertising and national business publications, offering the infographic and accompanying bylined article as assets.

CAMPAIGN RESULTS

Over a three-month period, the “7 Skills New Marketers Need to Succeed” infographic campaign earned Formstack 32 pieces of media coverage, including Inc.com, MarketingProfs, Target Marketing, BetaNews, Ragan.com and Bulldog Reporter. This volume of media coverage greatly increased Formstack’s share of voice online and increased organic search to Formstack.com throughout the duration of the outreach campaign.

Inc.com

“Technical skills such as basic coding and video production, for example, will soon be requirements for a half of all marketing hires, according to online form building platform Formstack. Data analysis will also be in high demand, as research predicts a shortfall of up to 1.5 million managers with data expertise by 2018.”

Target Marketing

“One of the biggest challengers for marketers is tackling data and analytics. According to the infographic, two of four new marketing hires will require technical skills. But don’t go back to school just yet—here are five ways to sharpen your marketing knowledge while keeping up with your busy schedule.”

Marketing Profs

“Technical skills, such as basic coding or video production, also make a job applicant more desirable. “Two of four new marketing hires will require technical skills,” according to Formstack.”