Turning a decade of buried client work into a lead generation engine

Our client is a strategic and creative consultancy that helps mission-driven organizations fulfill their purpose. They are situated at the intersection of culture, capital, and cause, and leverage this unique perspective to create impactful solutions and have worked with some well-known, prestigious companies over the years.

Our client has relied heavily on word-of-mouth and referral marketing since the agency's inception well over a decade ago.  More recently,  this well of referrals has dried up as:

• More entrants have come into the market, and 
• Many corporations have de-emphasized this type of spending, as they review their financials, in preparation for a recession. 

Recognizing referrals had slowed, our client started an outbound program reaching out to non-profit organizations.  Although generating good discussions, it has not covered the revenue gap quickly enough.

Instead of solely focusing on an outbound marketing strategy that is time-consuming and not providing a sustainable pipeline of active leads, our solution is to augment our client's marketing efforts to include inbound marketing activities aligned to the target audiences already identified in their outbound efforts.

With over a decade of experience serving organizations with their purpose-driven marketing needs, our client has a treasure trove of content.  

The problem is that the content:

• Is not easily accessible or consumable by potential new customers, as
  • Most case studies and articles are not on the website
  • It is stored on drives in client folders
  • It was created for a specific client delivery purpose, not marketing, and
• Will need to be reformatted into target-specific audience soundbites that amplify the story

The first step requires developing a more stratified audience approach based on industry, role, and interest area. For example, if marketing to a non-profit organization, the focus should be on content that is similar to their discipline area, is engaging, and clearly demonstrates the value provided by the agency's effort.

The second step will be to repurpose existing content into shorter written articles, and more and shorter videos, to generate new and continued interest. This new style content will be distributed using both inbound and outbound activities focused on their specific target groups of interest.