White Paper: How Technology and Content Marketing are Reshaping the Marketplace
Objective: Fortune magazine wanted to launch a thought leadership division that would help strengthen Fortune’s reputation as a leader in business insights. Our solution: To help make this a reality, we realized that we’d need to generate awareness for the FORTUNE Knowledge Group by showcasing its expertise in creating thought leadership content. We developed a go-to-market strategy that featured a white paper on the state of digital marketing and the challenges facing marketing professionals. Central to this, we developed an industry survey that polled executives involved in the marketing of their organizations to gauge their perspectives on issues such as the ROI of marketing, distribution, and data capture. We also interviewed subject matter experts from MIT’s Sloan School of Management, DELL, State Street, PwC, IBM, Protiviti, and more. The final product was a visually compelling white paper within an interactive PDF and a custom landing page.
