How Intel Used SimpleReach s Innovative Distribution Platform to Drive More Content Marketing Efficiencies

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1 INTEL Case Study How Intel Used SimpleReach s Innovative Distribution Platform to Drive More Content Marketing Efficiencies Using its predictive analytics to identify and amplify trending content across multiple channels, SimpleReach drove 500,000 visits to iq by Intel over the course of a single month. The standard in content measurement and distribution

2 COMPANY Intel Intel is a leading technology company that designs and builds the foundational components of many of the world s computing devices. A sophisticated content marketer, Intel publishes multiple articles each day across its own sites, as well as on partner sites and social media channels. Intel's Digital Media and Marketing Team is tasked with delivering the greatest brand value from the company s content marketing efforts, which include building an engaged audience for iq by Intel, a website that explores technology culture, news, trends, innovations, and the people behind them. Intel and PSFK first launched their "Future of Wearable Technology" initiative at CES Together, the brands have created a series of content, including images, videos and articles, related to the future of wearable tech. The content lives at iq.intel.com, across the web and on social media sites. 2 Case Study: Intel

3 GOAL Drive efficiencies and scale traffic to iq by Intel by identifying and promoting Intel s best-performing content. Content is crucial to Intel s marketing strategy. As we embrace the mantra of brand as publisher, we know that just publishing is only half the story, says Luke Kintigh, media and content strategist at Intel. Being a successful publisher is really about what happens after you hit publish cultivating an audience, promoting the right content, and effective distribution in our complex media environment. Traditionally, Intel used a fixed spend approach to promote each piece of its content. Looking to increase the cost-effectiveness of its distribution efforts, Intel piloted SimpleReach s flexible spend methodology of doubling down on the best-performing content by shifting spend between articles and across channels in real time. Intel chose to partner with SimpleReach because of its predictive analytics and ability to programmatically amplify content across multiple channels. Budget CPC Decrease 100% 75% 50% CPCs fell by 44 percent by scaling budget behind winning content. 25% Week 1 Week 2 Week 3 Week 4 3 Case Study: Intel

4 STRATEGY Understanding 10 percent of content drives ~90 percent of referrals, SimpleReach leveraged its predictive analytics to identify content with the greatest referral potential for Intel to invest against. SimpleReach shared with us the 10/90 rule: 10 percent of your content will drive 90 percent of your traffic and engagement, says Kintigh. We had hoped that every piece we create would perform well, and it s just not true. It s about finding that 10 percent as early as we can and then doubling down on it. In particular, Intel valued SimpleReach s Predictive Score, which estimates often within minutes of publication how much traffic and engagement a particular article will generate from various social channels. "We quickly saw baseline metrics for referrals, cost per click, and cost per engagement and more importantly, we knew what to promote, Kintigh said. SimpleReach shared with us the 10/90 rule: 10 percent of your content will drive 90 percent of your traffic and engagement. SimpleReach s platform identified content with the most potential and dynamically shifted spend across channels like Facebook, Outbrain, LinkedIn, Twitter, Taboola and Reddit. Facebook Spend Twitter Spend Taboola Spend Outbrain Spend Reddit Spend 120% 80% 40% Week 1 4 Case Study: Intel Week 2 Week 3 Week 4

5 RESULTS SimpleReach drove 500K visits, while bringing efficiencies to Intel s content marketing. With its technology that predicts winners, a flexible spend approach, and the ability to optimize promotional spend by increasing the halflife of Intel s content, SimpleReach helped Intel maximize its content marketing investment. Intel saw a sharp rise in the half-life of its best content. Prior to working with SimpleReach, Intel s content had a half-life of 189 hours; with SimpleReach, it jumped to 431 hours. Half-life optimization also scaled earned referrals, driving the effective cost per referral down by 55 percent from Facebook and Intel s overall cost per engagement down by 91 percent compared with previous efforts. As a byproduct of investing in its best content, Intel received more than 9,600 new Facebook page likes over the course of the campaign. Before working with SimpleReach, it was like having a coach tell you everything you should do, after the game was over, says Kintigh. Now we get insights in real time, and it s completely actionable. Before working with SimpleReach, it was like having a coach tell you everything you should do, after the game was over, says Kintigh. Now we get insights in real time and it s completely actionable. Based on the success of this campaign, Intel plans to deepen its relationship with SimpleReach, segment reporting by vertical, develop benchmarks for each content type, and further refine its promotional spending strategy. We re very pleased with the experience and look forward to working more closely with SimpleReach, says Kintigh. From an investment perspective, it s far more efficient compared to traditional efforts. 5 Case Study: Intel

6 the standard in content measurement and distribution simplereach.com For additional information contact: Stetson Hallowell Director of Sales, Brands & Agencies