The campaign

From brand-building to business: through an integrated content campaign

A TV content delivery network (CDN) pioneer, Edgeware’s challenge to us was to stand out in a marketplace full of larger, more established providers. And to drive value through quality sales meetings at their key trade shows.

We delivered a focused campaign that integrated media relations and brand building with earned and paid-for social media, pay-per-click, SEO, and content marketing to drive traffic, leads and engagement on Edgeware’s website.

The results

Lead generation

Through creative content with strong visuals and calls to action, we generated 9500 additional visitors to Edgeware’s website ahead of the NAB and IBC trade shows.

Content marketing

We worked with analyst house Frost & Sullivan to develop a ‘Build vs. Buy’ white paper. From a dedicated landing page, Edgeware earned 3439 visitors and 127 prospects –
including 77 new leads.

Web and social traffic

The nine-month campaign produced a 28% increase in web traffic that included a 665% increase in paid traffic and 25% increase in organic traffic.

Brand building

We delivered 27 pieces of tier one coverage around its key themes – ‘Build vs Buy’ and forensic watermarking – including hits in IBC365, TV Technology, Broadband Technology Report, IABM TV and Rapid TV News.

The lorries have helped us look beyond media relations channels typically relied on by most M&E businesses. We’ve successfully combined traditional media relations with other tactics including SEO, social media, paid search and content marketing to not only drive more traffic to our site but deliver conversions which can go into our sales funnel.

Richard Brandon - CMO Edgeware

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