Now is the time for businesses to invest in the publications they own and control.
Christopher Penn, data science team leader at Trust Insights, who has shown the decline of mainstream media sites last fall.
In 2019, enterprise software company Nutanix had the foresight to tackle that challenge. With technology media focused on the biggest companies, Nutanix has created its own editorial assets, Forecast .
Designed to raise Nutanix brand awareness and demonstrate thought leadership by professionals, The Forecast helps the company engage an audience they may not otherwise reach with traditional public relations and on-demand marketing .
Since its May 2019 launch, the site has attracted almost 400,000 unique visitors, 600,000 page views and more than 1,200 weekly newsletter subscribers. Nutanix optimizes for leads by retargeting visitors to the publication.
. @Nutanix created the content website The Forecast as an alternative to traditional PR and on-demand marketing. It's almost attracted 400,000 unique visitors since May 2019 via @CMIContent @AnnGynn. Click to Tweet Forecast has won the high title in 2020 Content Marketing Awards the finalist nodded in three categories: Best Overall Editorial – Digital, B2B Branded Content Campaign of the Year, and Content Marketing Launch of the Year.
This behind-the-scenes look at The Forecast's rise offers valuable lessons for any brand looking to awareness building without relying solely on earned media.
editorial strategy
The original idea and business direction for a news site were edited by Ben Gibson, chief marketing officer, Tonya China, now chief communications officer, and Jennifer Massaro, now vice president, public relations them global and social media.
According to the group, the concept is “(e) exploring ideas and technologies that are changing the way we live and the way business is done.”
As Jennifer, who takes on the role of chief executive officer, explains, “There are so many great stories to tell from the intersection of technological innovation and human experience. Forecasting provides us with an authentic way to record time, identify trends, and interview leaders and changers in various industries. ”
. @Nutanix-owned #content site, The Forecast, gives the brand an authentic way to log time, identify trends and interview changemakers, @Jmoocow via @CMIContent said. Click to Tweet Editor-in-Chief Ken Kaplan leads editorial strategy and design. The guide's editorial mission is to "inform readers and help them overcome their fears or apprehensions about the enormous impact of cloud computing on businesses, industry, government, and everyday life." our day,” he said.
“Understanding why these technologies exist and how they work can help leaders build a better future.”
Consider industry insiders and use journalism story telling The Forecast includes business and technology stories, practical advice for tech workers, and profiles of leaders in the tech industry.
In addition to articles, the site features original video content and provides a home for its podcast arm, Tech Barometer .
The site publishes 3-5 new stories per week and shares those stories on Nutanix's social channels and through the weekly newsletter .
Increase audience and business
Target of Forecast includes IT influencers, corporate investors, technology decision makers and those forging careers in IT.
Between January 2020 and January 2021, traffic from organic search went from 8 to 21%, meaning readers search and find Forecast content. Social affiliate referrals, newsletters and contribute About 18% of traffic as of January 2021. More than 450,000 Tech Barometer podcast segments has been downloaded.
Organic Search Contribution to Website Traffic Forecast has almost tripled in the last 12 months @CMIContent @AnnGynn. Click to Tweet Although there is an element of paid content advertising, organic search traffic on the site has grown exponentially.
Image source: Semrush
Forecast ratings in the top three search results for 141 targeted keywords and on the first page for another 257 priorities key word .
Image source: Semrush
For paid content ads, The Forecast enjoys 80 % lower Cost-per-click and more than 300 % higher Click-through rate % above the industry average, according to Michael Brenner of Marketing Insider Group, who has worked with the Nutanix team to build and execute its content marketing strategy.
. @Nutanix's The Forecast loves 80 % Lower Cost Per Click and more 300 Click Through Rate % higher than industry average, @MKTGInsiders @MKTGInsiders @BrennerMichael via @CMIContent. Click to Tweet He says The Forecast is the fastest growing content marketing platform he's worked on and attributes its success in part to its strong editorial focus. thought leadership attract audience participation.
And it is garnering attention both inside and outside the company, helping Nutanix elevate itself among industry influencers and beyond.
Off site
Nutanix co-founder Dheeraj Pandey, CIO Wendy M. Pfeiffer, CMO Ben Gibson, and other leaders across the company connect the editor-in-chief with local and foreign experts. This access allows The Forecast to turn thought leadership into compelling articles.
Ken, its editor, also has an off-site presence. He has been invited to share Forecasting experiences with content experts on industry boards and in social channel chats.
“We are delighted to see Forecast grow and be recognized for the groundbreaking work we are doing,” said Jennifer. “We built an engaging website, and now we're determined to grow by leveraging audience insights, journalistic instincts, and a powerful publishing platform.”
Cover photo by Joseph Kalinowski / Content Marketing Institute
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