Access Group is a big deal in the world of software development. If you like numbers, you’ll be impressed by these – the company has 14 offices, works with over 12,000 businesses in the UK and provides solutions for 11 different sectors. Tank was approached by Access Group’s HR division for one simple reason – to get those customer numbers even higher.
To target the right customers, Tank and Access developed a content-based strategy. The idea was to produce a programme of thought-leadership resources to assist with data capture and hit the HR trade media with digital PR to link through to the content.
Utilising one of Access Group’s existing presentations, ‘Becoming a Destination Employer’, Tank transformed the content into a downloadable asset themed around a travel guide book. Key features included a checklist of ‘what to take away with you’ summarising key points in each section, a public transport style infographic of key stops on the employee journey and ‘learning the language’ – a guide to communicating more effectively with employees and driving engagement. Small sections of the guide were then pulled out and turned into feature synopses and press releases to whet the appetite of key HR and people management media types.
Ultimately, the programme of content was designed to solve audience pain points, nurturing them through the research process until they were ready to have a conversation with the Access team.
The combination of creative and engaging content, supported by digital PR did exactly what we needed it to – and more! Over two thirds of those who downloaded the guide converted to qualified leads, with 52 per cent of those being new prospects. The guide also directly generated three times return on investment in actual sales and 15 times spend for total pipeline. Impressive numbers all round.