Investors in People (IIP) is an accreditation and support service that’s well known in the business world. It helps over 20,000 businesses to improve the way they manage their people.
Following our work with IIP on a complete overhaul of its website and interactive tools in 2013, they wanted to introduce a fresh approach to the ideas and inspiration section, drawing on the insights and knowledge of their Practitioners to create editorial-style content that would connect with its customers, drive engagement and raise their profile as a thought leader in the sector.
Working closely with the IIP marketing team we devised an editorial process that would result in fresh, regular, dynamic content every month, would upskill and empower their Practitioners as writers and would funnel new leads along their sales pipeline, building awareness of the IIP brand and the scope of its product and service. We established a content calendar and schedule, set up themed content cycles, recruited a group of Practitioners to join the editorial team and produced resources and toolkits to encourage them to write and keep them inspired. As part of the process we ran editorial meetings live and face-to-face and provided ongoing professional development training for the Practitioners to hone their own writing talents.
Alongside the initial development and management of the editorial process, we worked as writers and editors across all the content that was produced – commissioning Practitioner-writers, supporting them to create content, editing their work to ensure it really hit the right note and writing articles ourselves.
But great content was really just the start. We wanted to make sure IIP got maximum value out of every word we wrote, so we constantly looked for ways to repurpose and capitalise on articles. From using each article as a single source starting point and creating listicles, surveys, quotes and top tips that could play out across multiple platforms, to pulling together articles into eBooks and guides that could offer their readers more, we made sure every piece of content went above and beyond.
Since starting work on the editorial process, we’ve devised, commissioned, written and edited over 50 articles. During that time, we’ve used content analysis and performance metrics to increase the impact and return of content produced, using this data analysis to improve how users travel around site, how content is structured and how it performs.
We’ve worked as part of a cross-agency team to refine IIP’s content approach and user experience, drawing on social listening data and audience behaviour research to hone content topics, release times and multi-platform dissemination to maximise the value of every article and ensure that IIP’s content marketing effectively and seamlessly fed into its wider campaign activity – with positive impact on its sales pipeline.
And it’s worked. From April 2014 – April 2015, IIP’s new lead generation increased 137%, its number of unique visitors increased by 135% and its page views per month increased 72%.