The challenge: Create compelling thought leadership that engages targeted audiences and generates sales qualified leads

In 2018 I created IGD Futures – free future-facing research for the food and grocery industry.

In order to create leads for IGD’s subscription services, Retail Analysis, ShopperVista and Supply Chain Analysis, I launched four large pieces of research available to everyone.

IGD has fast-growing online retail targets. Using the data-driven understanding of customers I developed in my first year in the role, I was able to own and manage a customer-driven distribution plan.

I developed a segmented approach to the content marketing activity:

1. Driving awareness of IGD (and our business units) to people who don’t know about us
2. Conversion of first-time buyers (aware of IGD but never bought to actual transaction)
3. Drive repeat sales to existing customers

The content was reformatted to work across multiple platforms:

1. A printed white paper to be used at external events and exhibitions
2. Associated infographics and short video for social media platforms
3. Full press release schedule, leveraging existing relationships with media, networks and trade associations
4. Each piece of content had an associated webinar
5. Paid search / ads
6. Additional articles and blogs throughout the year to drive further activity.

The results

Best ever flagship research, looking better, with a better performing landing page and an increase in the number of downloads
Like for like comparisons of IGD Futures downloads vs the old design of landing page shows us:

Landing pages received 35% more page views
Average bounce rate 9% lower on new pages
New flagship landing pages are 57% more effective in converting visitors into downloaders of the research

2,500+ downloads from 2,100+ companies worldwide, exceeding full year download target by Q2.
Generating 200+ pieces of media coverage, including Reuters, Daily Mail and The Grocer.

In short

Creative direction, lead generation, project management, team management, marketing campaign management, social media, brand positioning, content strategy, measurement and analytics.