Safe Software x EM360: How I Generated 1800+ MQLs in Six Months
[Content strategy, content writing, content marketing, and SEO]
As an avid podcast listener myself, I introduced the idea of podcasting and collaborating with EM360 in late 2021 as a B2B content strategy that we could try due to our position in the industry and build our brand's reputation in thought leadership. Since then, Safe partnered with EM360 to create podcast episodes and other content assets, including a whitepaper, about data integration for the first time in this medium.
The Spark ✨
This was an excellent opportunity to showcase our unique position in the data integration world and a chance to build content that can distribute forever. We ensured that the content for this podcast remained high level and would be engaging for audiences of all skills and levels since much of Safe's content is very technical.
This project pushed us to keep the technicalities at bay and allowed us to speak about spatial data and its uses freely. This helped to achieve the goal of improving Safe's reputation as a thought leader and helped us connect to audiences we have never connected with before. This was truly an opportunity to create educational content and unique thought leadership content like never before.
This project also unraveled other content projects such as topic-focussed articles (namely digital twins) and a white paper. Now, we have content assets that can be repurposed time and time again. We were able to create evergreen content that continues to be distributed today.
Shortly after our first series, we invited Safe Partners to be a part of the next series too. The podcast series was positively received. Together with our Partners, we were able to showcase real-life case studies where spatial data and data integration were central. We were able to also go more in-depth into how FME has been integral to helping companies make data-driven business decisions with the expertise of our Partners.
The Stats 💯
During this collaboration, I:
Brainstormed and proposed dynamic topics within the data integration space that would appeal to current and potential users (trends, opinions, industry-specific case studies) with SEO & personas in mind
Guided interviewees throughout the podcasting process, created questions to direct their answers and wrote a whitepaper from start to finish for download.
Co-wrote podcast descriptions and social media posts promotions
Timeline: 6 months Budget: $20,000
Deliverables:
• A Primer on Spatial Data [White Paper] received over 400 downloads in the first two months.
• The 'Making the Impossible Possible Using Spatial Data' episode won the EM360 Editor's Choice Award.
• Most of our podcast episodes received over 200 listens in the first week and we generated 1800+ MQLs over the whole project.
EM360, LinkedIn