Content marketing delivers 300 percent increase in leads

Background

When Tecan decided it was time to realign and reposition their brand to better reflect their empowering technologies and vision for the future, they turned to UP FOR LIFE to lead the way. In 2015 we set out to create a fresh brand for Tecan, together with a new website and a content marketing strategy that would serve as an engine for transformation.

The brief

A key objective of the content marketing program was to drive organic traffic to the website while improving the quality of sales leads with a steady stream of highly targeted content. Challenges included a high publication frequency, the technical nature of Tecan’s business, and the diversity of target audiences with specific needs at every stage of the sales funnel.

To ensure long-term success, a robust process for content generation and management of a consistent publication schedule was essential. In particular, a mechanism was needed to provide balanced coverage for Tecan’s multiple business units, each with its own budget and objectives, as well as teams working in different geographical regions. This was a global task, for which our multinational team was ideally suited.

The solution

To lay the foundation for an effective and sustainable content marketing program, we conducted intensive workshops with Tecan’s global teams to clarify their goals for the program, identify target audiences, and define buyer personas. By involving stakeholders across business areas and functions, the workshops created a sense of ownership in the process, providing the understanding and motivation they would need to gain internal buy-in for the program.

The next step was to create a robust process to produce, publish and manage a steady stream of content across multiple channels. This included setting up a marketing automation system, editorial board and publishing calendar. Rather than directly promoting Tecan products in The Blog and other media streams, our strategy was to attract readers at every stage of the sales funnel with engaging content designed to address specific search questions and pain points.

Tapping into our global community of science writers and SEO experts, we established a reliable pipeline of around 100 pieces of content annually, creating topical pieces optimized around top-performing keywords, tracking their effectiveness, and optimizing tactics as needed for continuous improvement.