Nextgen Group an industry leader in data centre services and high-speed network infrastructure – servicing some of the country’s biggest enterprises. Its challenge was to elevate the conversation and engagement from the technical level to the strategic level within its customers. Given the time it could take for purchase decisions to be made, it also wanted to systematically nurture relationships with potential buyers through its expert insights and point-of-view.
We proposed a content marketing strategy that addressed both the nurturing and messaging challenges. We defined key target industry segments and personas and mapped a content journey that aligned to the buying process for the key segments. Once the content mapping was defined, we audited current content then identified the gaps. Content themes, titles and expert authors were agreed and from there we developed a library of 40 relevant content assets including short and long form articles, infographics, buyer’s guides, videos and an online self-assessment tool.