Creating Content that Drives thought Leadership and Brand Awareness
GENERATING CONTENT THAT TARGETS SPECIFIC, Niche AUDIENCES
CLIENT
ETAS and ESCRYPT
KEY SERVICES
Content Creation
THE CHALLENGE
Content, which comes in many forms, is one of the most valuable marketing tools available to a company. This is especially true for companies that provide complex products and services. Armed with an established blog and robust internal system, ETAS, a full-service solutions provider of the software-defined vehicle, and its security brand, ESCRYPT, tapped the WayPoint crew for marketing support, including creating content to drive their thought leadership and products to the automotive industry—resulting in convertible brand awareness.
OUR APPROACH
When WayPoint kicked off our relationship with ETAS, we dove into mass amounts of information and materials about the company and its products and met with key individuals to get their insight. The challenge was to take this complex, often technical information, and draft it in a manner that would be understood by a reader with limited technical background, but still be of interest and value to those with knowledge of the topic.
Armed with the information from our meetings and discussions, we identified topics that would resonate with the target audiences of ETAS and ESCRYPT. Once we had agreed-upon topics, we were introduced to subject matter experts with whom we conducted interviews. Swimming in information, we set out to draft a content outline to ensure we, along with the subject matter expert and our client marketing representative, were all on the same page. When we were given the green light, the pen hit the paper (or our fingers to the keyboard) and got to writing.
THE RESULTS
While generating content for audiences in relatable and valuable ways is never ending, the results our crew are delivering to both ESCRYPT and ETAS are driving their sales and marketing funnels.
From 2018 through the end of 2021, ESCRYPT alone saw annual views increase by 646% and annual blog visitors improve by 2,671%.
For ETAS, the story is similar. From 2017 through the end of 2021, annual views increased by 7,525% and annual blog visitors spiked 20,954%.
These staggering results continue to engage this organization with the crew at WayPoint. We are striving to see more improvement annually for the blogs, host annual conferences, conduct keyword research for more thought leadership content generation, develop podcast episodes and more.
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