Digital media has opened the door to opportunities for content marketing. This is a concept, as I understand it, where companies can use tutorials or case histories to inform and educate customers and prospects about their technology.
Well, we at Hydraulics & Pneumatics and Penton's Design Engineering and Sourcing group are involved in content marketing too. We have an interesting new product called "Basics of" Tutorials. They are technology-specific content pieces covering the basic information surrounding a particular area of design engineering. The content is created by our editorial team in a PDF format of 4-6 pages featuring technical information that is the foundation of the fundamentals of design engineering.
This ever-green content can be saved and downloaded by our engineering audience for future reference. It is a lead generation product that is housed on our website and includes a registration page that users must fill out in order to download or view. Sponsors can include up to 2 qualifying questions on the reservation page and sponsors receive all leads generated.
The great thing about this product is that it requires virtually no time investment by the sponsor. The only thing that we require of our sponsors is a company logo and a URL which is placed in the footer of the PDF. Sponsoring company's logos also appear on all promotional materials.
These tutorials are not meant to be broad overviews of a particular technology and are not specific to any one company. Therefore, sponsoring companies do not have input on the actual content creation. Instead, they are sponsoring content.
Basics of Tutorials are initially promoted via eblast to our brand list announcing the new tutorial. They are also promoted in all of our technology specific eNewsletters and in remnang banner ad positions on our site.
If you are interested in trying a Basic of or would like to know more, please contact me at michael.ference@penton.com