Content Marketing World 2018 - Session Scheduler

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How Rockwell Uses PathFactory To Create Multimedia Press Releases That Drive Demand

Sponsor Speaker:

Paula Puess (Global Market Development Manager, Rockwell Automation)

Date: Wednesday, September 5

Time: 12:20pm - 1:05pm

Pass type: All Access, Main Conference, Main Conference Plus - Get your pass now!

Track: Lunch & Learn

Session Type: Breakout Session

Vault Recording: TBD

Audience Level: All

PathFactory

Press releases are an essential element of every brand's marketing strategy to generate awareness and interest, but they're generally not known for their ability to generate demand. This is often due to the fact that they provide a dead-end experience for visitors, with no obvious ‘next best’ piece of content to consume.

Paula Puess and the marketing team at Rockwell Automation use PathFactory’s Content Insight and Activation Platform to turn traditionally static press releases into a multimedia content experience. Rather than a one-and-done experience, visitors who land and click on a press release are taken to a Content Track filled with more relevant content. This way, they can easily consume multiple assets in one session (known as “content bingeing”), and self-nurture along their buyer’s journey faster.

Takeaway

  • How to create a multimedia press release to improve awareness and drive demand
  • Which metrics, beyond clicks and form fills, Rockwell Automation relies on to send only the most engaged visitors to sales
  • How Rockwell Automation scored a 41% binge rate using this approach
  • How Rockwell Automation’s multimedia press release attracted more than 8300 visits and generated 65 form submissions in only 8 months