B2B super-content marketing
THE LEX AUTOLEASE REPORT ON COMPANY MOTORING
Lex Autolease wanted to produce a piece of ‘super-content’ for use in PR, lead generation, search and social media that would support its leadership brand credentials.
The idea was to re-launch an old motor industry research report that the business once produced. Now, focused on company motoring, it would be packed with infographics, expert opinion and case studies providing essential insights for fleet decision makers.
An extensive research project gathered data from both fleet professionals and drivers. We set out with several hypotheses to investigate and a panel of leading industry experts was assembled to provide the analysis, views and opinions.
The research findings were published in an 80 page report, designed and produced as a high quality printed document and an interactive online PDF. The wealth of insights, infographics and photography generated for the report, also provided the content for a year’s worth of marketing communications across all channels.
- Generated extensive media coverage in national press as well as fleet industry.
- High numbers of inbound leads from key prospects and sales appointments achieved from Direct Marketing and email marketing.
- Fuels prospect and customer engagement through regular social media activity.
- A key employee engagement and customer relationship-building tool.
- Generates key ownable content for use at events and in advertising messaging.
- Strengthens search strategy through rich, unique, relevant content.
“The Lex Report on Company Motoring is now re-established as a highly effective marketing tool for the whole business, and we’ll continue to build on its success.”