At Bora, we work on a wide variety of content for our cybersecurity clients, including campaign kits. There is nothing more exciting than getting under the skin of a client’s challenge, finding creative ways to unlock a better understanding of that challenge, and then providing multiple ways to get that message out to their potential clients.
A recent example prompted me to write this blog.
Our work with VIPRE is a great example of how effective a campaign with multiple touchpoints can be. VIPRE has several award-winning products, and there was an opportunity to increase the number of qualified leads they were generating. Together, we looked at how we could achieve this objective and build quality content to grow their reach.
How Do I Create a Campaign Kit?
I’ve laid out the steps below that I went through and will share some insights along the way.
1. Choose your topic
Choose a subject area – What is important to the organization? What is sustainably trending? What solutions can the organization offer? Can you identify an underserved perspective on the topic? What can you bring that will add value to the conversation already out there?
2. Build out the core idea
What do people think about this topic now? What do you want them to think when they have engaged with the campaign?
3. Layer the messaging
Identify the core messaging to achieve that change and land the core idea.
4. Asset selection
According to your timeline and budget, define which assets can be developed to best achieve the core idea. Which assets help you to convey the message? Building out different types of short-form, long-form, visual, and interactive content helps connect with people in a way that is engaging for them. Align your assets to your messaging.
5. Agree upon KPIs
Consider how you will measure success. Will it be engagement on social platforms, the number of people reading the blogs, downloading the assets, or attending the webinar?
6. Apply the creative concept
Work on a creative concept to give life to the core idea. This can also end up being the theme for a “hub” or landing page for the campaign. Often this comes as stage 2, but you can really refine the creative, visual execution of the idea here.
7. Sequence asset creation
Sequence the asset creation so that learning from one can help with the others. For example, if you are creating a crowdsourced piece that can take time, do that first, as it can also inform other assets. Save social media creation until last.
8. Asset interaction
Get the assets to point to each other, such as a link to another area of the site for further reading, or to request assistance from the organization. An example from another client, (ISC)2, demonstrates this very well: Here, (ISC)2 used the webinar asset to link all the relevant content from the campaign, giving lots of opportunities for the audience to find out more in ways that appealed to them:
Link: https://www.isc2.org/News-and-Events/Webinars/Security-Briefing and https://www.brighttalk.com/webcast/260/496448?utm_source=ISC2&utm_medium=brighttalk&utm_campaign=496448
9. Execution, execution, execution
So often, execution is the hurdle at which many great campaigns stumble. Don’t just let it sit on a website and look pretty. Promote it to the most extreme degrees possible; get it in front of your audience. Ask those who helped you create it to share it too. Everyone has a vested interest in making it successful.
10. Review
Measure against your objectives. Analyze your results and take what you learn into your next campaign.
Case Study: VIPRE
If you are interested to see how the VIPRE project turned out, here are some of the assets from this recent campaign:
Hub: People, Process, Technology
Crowd-sourced eBook: The Three Pillars of Cyber Security: People, Process and Technology
Interactive quiz, with a tailored report: Cyber Security Assessment
Webinar: The Power of Three: Expert cybersecurity insights for turbo-charging People, Process and Technology
Blogs:
Experts Wishlist – People, Process & Technology
A Look at Process in Cybersecurity: Strategy, Compliance, and Data Breaches
5 Ways to Motivate Employees to Learn About Cybersecurity
Why People Aren’t Your Weakest Link, But Your Strongest Ally
Social media examples:
Quiz promotion on LinkedIn.
Quiz promotion on Twitter.
Webinar promotion on LinkedIn.
Webinar promotion on Twitter.
eBook promotion on LinkedIn.
eBook promotion on Twitter.
Blog promotion on LinkedIn.
Blog promotion on Twitter.
Social cards on LinkedIn.
Social cards on Twitter.
See what VIPRE’s Director of Field & Channel Marketing thinks about our work!
Of course, this all takes time, and a lot of effort. Working with others can really help your creativity. This project was put together with many members of our team working together to bring in their individual expertise, as well as brilliant engagement and leadership from Michelle at VIPRE. Our in-house team are cybersecurity marketing specialists. It’s what we do all day, every day, and we love the challenges…..so bring ‘em on!
