Savvy Toolkit: A Content Marketing Case Study Filled with Practical Ideas

Savvy Toolkit: A Content Marketing Case Study Filled with Practical Ideas
Michele Linn - Tue Jan 18, 2011 @ 10:30AM
Comments: 35

Late last year I had the pleasure of speaking with Joe Chernov, the Director of Content for Eloqua. In addition to be an exceptionally smart and nice guy, Joe had a ton to share on how they launched their content marketing campaign last year – in just a few months. 

My conversation and emails with Joe resulted in this case study I wrote for the Content Marketing Institute. 

What I really love about this case study is that it is full of useful, practical ideas that any content marketer can start using today.  In fact, I have!

Some of my favorite tips:

  • Get a great designer or design firm involved. As much as I love the written word, I think design is even more powerful in the age of the short-attention-span reader.
  • Stagger the promotion of your content. If you have something new, don’t announce it on your blog, Twitter, Facebook, LinkedIn, etc on the same day. As Joe aptly told me, “I control the distribution. Why do I want everything to happen on the same day? I want to keep the conversation humming along.”
  • Be human. I like that everything Joe is working on comes from a person, not simply Eloqua. An added bonus: include the designer in the credits as well. Great recognition for them, and they’ll be more likely to spread the content joy.

Seriously, Joe and the team at JESS3 are great doing great work. If you’re in content marketing, I highly recommend taking a look at this case study.  I’d love you know what your favorite tips are.

About the author: Michele is the Content Development Director of the Content Marketing Institute where where she works with a fabulous group of contributors who know a lot about content marketing. She's also a B2B content marketing consultant who has a passion for helping companies use content to connect with their ideal buyers. You can follow her onTwitter @michelelinn or read more of her posts on Savvy B2B.

Comments: 35


1. John Bottom  |  my website   |   Wed Jan 19, 2011 @ 06:53AM

Michele - great case study, thanks for sharing. There are some terrific results there, but I would like to know how influential Eloqua's existing social media footprint was. 35,000 downloads/views of two pieces of content is a terrific return - but way beyond most companies of Eloqua's size.

If you are starting out, for example as a smallish IT company, I can't see a couple of pieces of content – however brilliantly conceived, written and designed – getting this much traction.

Was there a blogger outreach program? Was there a budget to pay a small army of social media drones? I'm sure David Meerman Scot used his influence - but how much difference did this make?

Lots of questions, but only because this is such a great case study!

All the best


2. Joe Chernov  |  my website   |   Wed Jan 19, 2011 @ 09:53AM

Hi John,

Thank you so much for asking such a provocative and insightful question. I anticipate "running long" in my answer here, but only because your question deserves a thorough reply.

I agree that Eloqua had some assets that a new company might lack. Yes, David Meerman Scott tweeted about our infographic and Playbook, and that helped. Also we do have a pretty big footprint (about 60,000 marketers use our software), so we had that going for us. We are also tracked by a number of independent analysts that monitor the lead gen industry.

But please don't feel that those advantages should deter you from trying this type of marketing. Because, frankly, in some ways, we BLEW IT when it came to our built-in strengths, and in other ways, the strengths didn't make as big a difference as you might imagine (or as I had imagined going into this). Here's what I mean.

Yes, David Meerman Scott tweeted about our content. His tweets triggered about 30 RT's (I have the exact number in my office, actually, but I am traveling internationally at the moment). So that's about 1% of all Twitter activity. Further, we dropped the ball when it came to promoting our Social Media Playbook and The Content Grid to our installed base. We NEVER emailed either resource to our database (oops!). Imagine how many MORE downloads we would have received if we had pushed to our database? (There were reasons why we didn't push it out, but we've rethought those reasons, and will be using much more of this type of content in our lead nurturing moving forward.)

With regard to your question about paying an army of social media drones (great term!), we didn't do that. In fact, we pushed the Grid and Playbook out while we were in a transition between PR firms. In that regard, it was the WORST possible time to release these assets because our new agency hadn't become fully engaged yet, and our previous agency was in the process of separating. This is precisely why I made the decision to let our design / strategy partner, JESS3, brand the heck out of the content -- we needed a partner to help us promote the content! And that they did.

When it came to triggering awareness, the strategy was to "start at the top". I truly believe that "influencers" trigger disproportionate spread on the social Web. I also knew I didn't have the resources to pitch this stuff to everyone. So I picked like 50 people to share it with first, and crossed my fingers that they'd become rainmakers. They were. And I wiped my brow and slept a night without grinding my teeth.

You. Can. Do. This.

Joe Chernov / Eloqua / @jchernov

3. John Bottom  |  my website   |   Mon Jan 24, 2011 @ 06:22AM


Thanks for the detailed reply - fascinating. I work on the agency side, and this is something we recommend to our clients, so this case study will work for us and against us: for because they can see the potential, against because expectations will be raised!

The rainmakers point is key. And in each industry/community there are different influencers. I see the key role of the agency [whether marketing, like us, or a PR agency] as being able to identify these people – as well as recommending the content approach that will yield best results. In this way, we would act as JESS3 and as the PR agency.

Re the drones, I believe they have a role, but perhaps the term is a bit cruel. Unthinking social media operatives are no good to anyone; but a few good people, who have a background in the product/company and who know their way around the social web are a crucial complement to the dynamic.

In summary, perhaps the following is a good formula:

great content + active/intelligent promotion x targeted influencers = multiple downloads.

Kind of obvious, but puts it all in context.

Thanks again for your feedback

All the best


4. zynga poker gold hack  |  my website   |   Wed May 22, 2013 @ 12:51AM

so we had that going for us. We are also tracked by a number of independent analysts that monitor the lead gen industry.

5. psn code generator  |  my website   |   Thu May 30, 2013 @ 04:56AM

There are genuine thin bolgs which are pestering to cater this compassionate of convenient accumulation, your journal is the unexcelled of all. i appriciate your regard.

6. haynes t-shirt  |  my website   |   Mon Jul 08, 2013 @ 05:13AM

In actuality well-to-do content and exceedingly handy information. I got it my clarification from over here. I decidedly propose his/her workings with the handy edifying information. Thanks a lot

7. haynes t-shirt  |  my website   |   Mon Jul 08, 2013 @ 05:14AM

In actuality well-to-do content and exceedingly handy information. I got it my clarification from over here. I decidedly propose his/her workings with the handy edifying information. Thanks a lot

8. free netflix trial account   |   Sun Dec 08, 2013 @ 04:09AM

The best way to exercise using an effective voice? Tell humor and experiences at events. If you use inactive, you reduce your viewers. Use activity, activity, activity, and you'll have individuals patiently waiting to listen to more.

9. Morwe   |   Wed Feb 19, 2014 @ 01:30AM
10. khan   |   Thu Feb 27, 2014 @ 11:15PM

The purchasing pattern, promotion has taken on a new liability – shepherding leads much further along the direction to purchase until they are lastly.

11. candidates   |   Wed May 14, 2014 @ 06:36AM

While a record of principal points is easy to check out, there is that personal factor missing; visitors basically don't get losing in the tale.

12. Berliner Tor Hotel  |  my website   |   Thu May 22, 2014 @ 03:48AM

But they are not alone. Several innovative companies are using witty and fun approaches.

13. virgin media customer service  |  my website   |   Thu Jul 10, 2014 @ 07:55AM

I need to get flood insurance in long island, though I am not sure how to get the best price. I Read this article and found ways to reduce my flood insurance li costs.

14. anusha   |   Sun Aug 24, 2014 @ 10:28AM

Great Information site,I have never saw.. Great work, Nice Blog. keep regular updates. i like it so much. My Blogs and

15. Blaise   |   Mon Sep 08, 2014 @ 10:40PM

Thanks a lot for sharing the detailed list of Senate names of farm bill Conferees. Most of the members are new to me. This subject has interested me for quite some time. I have just started researching it on the Internet and found your post to be informative and

16. Rdokoye   |   Tue Dec 23, 2014 @ 11:59AM

Very informative, writing is an integral component of internet marketing today. I remember in the past when people simply syndicating information, so people rarely wrote anything, but with the Panda algorithm, people have been forced to write their own content, as I've done with my guide on fixing system restarts ( )etc, I find it far more satisfying, to be honest.

17. iwc replica  |  my website   |   Thu Feb 05, 2015 @ 03:50AM

So after seeking for a long time for this IWC replica watch at Here is the best solution.

18. g fans  |  my website   |   Thu Feb 05, 2015 @ 04:02AM

Come and see the useful blog, all about g-shocks.

19. franklin   |   Thu Jun 25, 2015 @ 02:15AM

g this blog site for a while and also have a matter probably you'll be able to support its how can i include your feed to my rss reader as i need to observe you Thanks

20. giuseppe zanotti  |  my website   |   Sun Jul 05, 2015 @ 06:34AM

Those shoes are the most beautiful sneakers I met at

21. good   |   Sun Sep 27, 2015 @ 11:50PM
22. makeup  |  my website   |   Tue Dec 29, 2015 @ 08:58AM

All women want to get could be found at, cheap makeup wholesale website.

23. vbnm   |   Sun Jan 24, 2016 @ 06:58AM
24. jsdhsbdhs   |   Mon Jan 25, 2016 @ 12:25AM

This is the right time for all those candidates who have been waiting for the govt jobs and IT jobs notifications.
Govt Jobs for Graduates 2016@
govt jobs notification 2016@

25. mp 12th results 2016  |  my website   |   Wed Feb 03, 2016 @ 11:15PM

Check madhya pradesh intermediate results 2016

26. GIOVANNA FERGUSON   |   Tue May 17, 2016 @ 11:41AM

Good piece . Apropos , if anybody is searching for a service to merge two images , my colleagues stumbled across presentation here

27. deay   |   Sun May 22, 2016 @ 04:42AM

Super-Duper website I am loving it!! Will be back later to read some more. I am bookmarking your feeds also

Survival Life Deals
Survive the end days
Surviving the final bubble
Survival Md
Family Survival System

28.  |  my website   |   Tue Nov 15, 2016 @ 01:21AM

If you have something new, don’t announce it on your blog, Twitter, Facebook,

30. Cigna Indonesia  |  my website   |   Wed Mar 29, 2017 @ 07:39AM

Health Insurance Singapore, Malaysia, Thailand, Philippines and Indonesia Confident, knowledgeable and calm Customer Service Representative Andrew. Reassuring, totally understood our requirements and met most of our demands

31. locksmith royal oak  |  my website   |   Wed Apr 12, 2017 @ 04:16AM

Love what you're doing here folks, keep it up!..

32. Branded Bluetooth Speaker  |  my website   |   Mon Apr 17, 2017 @ 05:13AM

That is the amazing attitude, in any case is simply not make each sence at all proclaiming about that mather. Practically any system an abundance of thanks notwithstanding i had attempt to advance your own particular article into delicius in any case it is obviously a predicament utilizing your data destinations would you be able to please recheck the thought. much appreciated yet again.

33. kit tattoo  |  my website   |   Tue Apr 18, 2017 @ 07:17AM

A debt of gratitude is in order for the significant data and experiences you have so given here...

35. partikle   |   Tue Jan 30, 2018 @ 02:03AM

nce Singapore, Malaysia, Thailand, Philippines and Indonesia Confident, knowledgeable an

powered by Doodlekit™ Free Website Builder