Advanced content marketing 101 - Nymble Content Marketing
Nymble is a boutique digital content marketing consultancy dedicated to a non-agency approach to agency thinking.
content marketing, content, digital marketing, marketing consultant, marketing services
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Unique authority drives traffic – and revenue

us-cb-navigating-digital-divide-infographic-05 12 15The Ask
Work with the client, one of the world’s largest business consulting firms, to create a point of view (PoV) paper to be published on the client’s site as a downloadable PDF along with a supporting infographic as a way of communicating their latest research on the topic of digital’s impact on the retail industry.

The position: The business landscape is changing fundamentally and retailers, particularly even some of the biggest retailers in the world, who choose not to acknowledge and adapt to that change, simply may not survive.

In short: retail customers in the digital age no longer shop the way they once did. In the past, the would visit retail establishments (particularly large, department-style businesses) to shop and discover a journey’s worth of shopping in one trip.

Thanks to the digital revolution and easy access to vast amounts of digital information, consumers are better informed than ever and have become more hunters rather than gatherers. A full 70 percent of consumers, for example, are now what we refer to as “self-directed,” meaning they’ve done their research before beginning their physical shopping journey and know exactly what they want before they enter the store.

The Task
Nymble used the clients more than 2M data points to write the nearly 8k word paper, acted as creative director on design and creation of the infographic and consulted on the PR plan to promote and otherwise win visibility for this unique and industry-disrupting research.

The Results

Since the paper published in late May, it has become one of the firm’s most visible publications. As of August 15, 2015 the paper and it’s associated components have had:

  • 10k visits & 3,200 downloads
  • 60+ high-profile media placements including NY Times, Wash Post, CNBC & more
  • 100+ MM Twitter impressions
  • 1.5MM LinkedIn impressions

And more importantly:

  • $1.3MM in new billing (May 25 – Sep 5)
  • Meetings w/ 15 unique retail clients on the topic