Our global thought leadership campaign for software provider PrintFactory has been shortlisted for the Content Marketing Association‘s International Content Marketing Award, in the category ‘Best Use of Content Within Media Relations’.
The global technology firm, gave us six weeks to help them stand out at North America’s largest digital imaging show, SGIA 2017. As a relatively new brand, with limited awareness, PrintFactory needed to establish its voice of authority alongside long-established competitors.
To deliver a high impact solution, within the timeframe, we made it our mission to uncover PrintFactory’s ‘purpose’ and to bring that story to life through hard-hitting ‘hero’ content.
By uncovering industry insights through extensive research, Hattrick curated the findings into a whitepaper designed to act as a springboard for building credibility among wide-format print businesses and core media.
Exploring automation as the overarching theme, Hattrick uncovered the opportunity for PrintFactory to ‘own’ this conversation – helping to establish its reputation as an industry thought leader, pioneering a fundamental shift in how the sector operates.
The report garnered significant editorial longevity, with coverage that spanned five territories including the US, Canada, Australia, Italy, and the UK.
Traffic driven by media to the campaign landing page, hosting the report, accounted for 29% of total downloads and a conversion rate of 34%.
These results prove that this is a stand-out piece of content that continues to fuel PrintFactory’s digital and traditional channels, while generating media, backlinks and – most importantly – business enquiries, even a year later.
Fingers crossed for the Content Marketing Association’s International award ceremony in November!
To learn more about the campaign and the results achieved, check out the case study.