Demand-gen content + distribution ads for Koupon
|20 pieces of content published||16% increase in overall leads|
|(still ongoing)||(still growing)|
|About the client||Company size||Location|
|Koupon is a B2B company that provides c-store retailers and brands with the easiest way to connect and engage with shoppers to grow sales.||50+ employees||United States|
Driving more demand & leads
Koupon has always been a powerful brand in the CPG and c-store industry — long before they started working with Premium Content Shop.
But they wanted to increase influence in that space and drive more demand for their product and leads for their business.
So they hired contract CMO Marcy Comer. Marcy realized she needed an expert to help her handle demand-gen content marketing for Koupon, so she got in touch with Premium Content Shop.
We got on a few calls with her and eventually presented a proposal focused on how we’d drive demand and leads for Koupon. Marcy and the Koupon team went through our proposed demand-gen content strategy and loved it! They commissioned it and we all got to work.
Using T-shaped content marketing to drive traffic and leads
Content marketers tend to focus on driving more and more traffic through their content.
But we have a different approach called T-shaped content marketing.
This approach helps us do content marketing in a way that drives not only traffic but also leads for our clients, and it’s what we’re using for Koupon.
Our content creation process is aided by ideas from Koupon’s customer-facing people. They give us ideas from their conversations and experience with their clients and we combine those with our own research to produce content Koupon’s potential customers want to read.
“The quality of content has been incredible since day one. Before creating content, Victor ensured he understood our company and its products. It’s clear that each piece of content has been thoroughly researched and takes into account our team’s thoughts and feedback. We rarely have any edits for the content — it’s that good!”
Julia HinesDirector of Marketing at Koupon
We didn’t use much SEO for this project, though — because we quickly realized search wasn’t a great channel for Koupon’s customers.
So we knew we had to distribute their content some other way. We partnered with an expert ad agency and they’re helping us make sure the content we create reaches Koupon’s target customers.
A 16% increase in overall leads
We’ll let Koupon’s marketing director speak here:
“Over the last two months, we’ve seen a 40% increase in website traffic, compared to the year prior. We’ve also witnessed a 16% increase in overall leads.
“I’ve loved working with Premium Content Shop and I hope to continue to use their services throughout my career in marketing.”