Content marketing strategy and execution

When Microsoft wanted to improve relationships with HR professionals, Kayaw helped create high-quality content to acquire and nurture leads.  

Situation

Microsoft's B2B marketing organization ran a large marketing campaign targeting Human Resources leaders. Existing e-books and whitepapers were mainly created for IT professionals and didn't appeal to the target audience. In order to attract HR leaders, new relevant content was needed.

What we did

Kayaw provided the content strategy and briefings, and partnered with HR Marketer for the creation of content about employee engagement:

• "Bridging the employee engagement gap" e-book
• "3 proven communication strategies for better employee engagement" guide
• "5 steps to strengthen connections between leaders and employees" guide

Result

"Bridging the employee engagement gap" e-book was particularly successful. The e-book landing page converted at 31%, which was high compared to similar marketing tactics.