The Fujitsu Cloud Computing campaign was developed by DirectionGroup to deliver valuable and relevant content into a landscape overcome by hype and mixed messages, while positioning Fujitsu as authoritative thought-leaders. Aimed at IT decision makers and influencers, this integrated campaign used social media and research to inform the content strategy. Direct comms and media partnerships delivered the content to prospects and a broader audience, while the content itself was used in sales nurturing. Eoin will discuss the strategy and implementation of this content-lead campaign which included practical advice, expert opinions, video interviews, research and assistance with creating a business case.

1. Fujitsu
Content Marketing Case Study
Eoin Rodgers
Tactical Planner - DirectionGroup
© DirectionGroup [June 2012]

2. What is content marketing?
A marketing technique of creating and distributing relevant and
valuable content to attract, acquire, and engage a clearly defined
and understood target audience.
Content Marketing Institute, 2012

3. Content marketing landscape
There are now 40%
more content types
We have seen
than 5 years ago
IDG Connect IT Buyer Survey, 2010 80% growth in
content formats
since 2005
IDG Connect IT Buyer Survey , 2010
36% of marketers say
producing engaging content
is their biggest challenge
Content Marketing Institute, Budgets and Trends Report 2010

4. Video content in B2B Marketing
More than 80% of senior
execs say they are
Three-quarters of
watching more online video
executives said
than they were a year ago.
they watch work-
related videos on
business related
websites at
65% of senior execs least weekly.
have visited a
vendor’s website after
watching a video. (Forbes Insights, 2010)

5. Content marketing – Approach
Utilise Revisit
Insight
brand research
is key Monitor Harness
experts findings
reactions peer to
to peer
content comms

6. Campaign brief
Create an integrated demand-generation campaign to:
Position Fujitsu as a thought leader
Build awareness for Fujitsu as the only brand
delivering in the UK today
Demonstrate Fujitsu’s ability to guide and advise

7. Target audience
Complex decision-making unit
Difficult to reach and heavily marketed to
Target influencers as well as decision makers:
Influencer: C-Suite
Core Target - Decision Maker: IT Director & CIO
Influencer: IT Management

8. Our approach – content creation
Deliver a broad spectrum of highly relevant content to all target
audiences in support of the campaign objectives:
Video content for IT decision makers
Video content for C-Suite influencers
“Snapshot of marketplace” research report
Practical “hands-on” guide
“Hot Topic” Insight papers
Create a content repository for all content in various formats

9. Video Content
C-Suite Influencers IT Decision Makers
Management Today Computer Business Review
Interviews with prominent Probing video interview with
industry spokespeople: 2 Fujitsu experts
CEO and Founder, Regus Editor took on the voice of the
CIO of Rentokill Initial IT Director
Marketing Director of British Gas
Co-branded “info zone” offering
CEO of The Reading Room
additional information,
CIO / CTO of Fujitsu UK
Insights
Whitepapers

10. Research Report – Early Adopters
100 “early adopters” share their
experiences of cloud computing
Reflecting on changing marketplace
No actual case studies available
“Proof” of adoption needed

11. Online insights
Online interactive MPU and social
media (twitter) polling allowed us to:
Real-time feedback from target
audience
Gain insights on important topics
Identify gaps in suite of content
Responses highlighted “hot topics”
Cloud Security
Contractual terms and lock-ins

12. Practical Guide
The White Book of Cloud Adoption
Produced in consultation with UK
CIOs – for a UK CIO audience
No-nonsense guide with practical
advice form Fujitsu specialists
Established the business case for
the technology
Outlined the options and best
practices for cloud adoption

13. Creating relevant content
Research Opinion CBR M.Today Opinion Practical
Report Piece Video Videos Piece Guide
: Peer to peer
: Social media
: Brand specialists

14. Our approach – content distribution
Place our content in the hands of our target audience through multi-
touch communications:
Direct Comms (email and Direct Mail)
Media Partnerships
Computer Business Review
Management Today
CIO.co.uk
Events (roundtable discussions)
Telemarketing (sales nurturing)
Search (optimisation)
Social Media (twitter community)

15. Social Media
Partnership with IDG to create a topical
discussion community around Cloud
Computing
A content manager was deployed to create
tweets around valuable news stories, insights
and competitive activity, as well as sharing
Fujitsu content with the audience
Traffic drivers and a hosted content zone
featured on CIO.co.uk
Twitter community of over 2030 IT leaders and
is ranked in the top 3% of all Twitter accounts
globally for influence and relevance
1:1 communications were also initiated when a
follower fitted the campaigns prospect profile

16. Content distribution - Atomisation
10 individual
Breakfast tweets
Briefing / Opinion Piece
Roundtable
Single
piece of
content Research
infographic
2 Blog posts
PR
A webinar opportunities

17. Results
6,000 interactions with campaign content over 12 months
2,000 views of the Management Today videos
More than 1,000 whitepaper / document downloads
50 conversations with prospects from 200 target organisations
Feedback from the sales force: content strategy played a direct role
in influencing prospects
Marketing ROI of 106:1 in 12 months

18. “To see 70 per cent of our leading prospects
for Cloud come directly from our content
marketing effort shows how effective a
targeted and relevant content strategy can
be in the buying chain.”
James Collister
Head of Campaigns
Fujitsu UK & Ireland

19. Eoin Rodgers
Tactical Planner - DirectionGroup
uk.linkedin.com/in/eoinrodgers
@eoinrodgers
www.DirectionGroup.com