Creative Direction

We began by collecting predictions about the future of our industry from respected industry influencers. Then, we used used those to stoke the conversation at a major industry event, where we asked booth attendees to contribute their own short predictions for a chance to be featured. We even hitched our wagon to the event hashtag to solicit user-generated content for the ebook via social media.

With our raw material collected, we compiled the contributions into an ebook, gated it behind a form on a landing page, and supported it with numerous repurposing blog posts (one of which would become one of our all-time top organic blog posts) and social posts. It also quickly crept its way into PPC / display advertising, helping propel it to one of our top content conversion points.

And of course, the success of the campaign wouldn’t have been complete without the influencers and average-Joe contributors who linked and shared the ebook and its associated posts to promote their own online authority.