Executing an international, integrated PR and content marketing strategy

TreviPay, the global B2B payments and invoicing network, worked with The Fletcher Group to expand brand awareness through public relations and content marketing in North American, European and UK markets​. ​

We executed a two-prong PR strategy via media relations and executive visibility programming to elevate TreviPay’s brand awareness and position its leaders as helping to shape the future of B2B commerce. This included planning, conducting and leveraging an original quantitative business survey of global business buyers to create insightful storylines for: long-form content, drip campaigns, social media fodder and compelling media pitches. Our program expanded share of voice vs competitors, exceeded previous domain authority and introduced TreviPay messaging to new media, aligning with the business’ newer focus in manufacturing and retail industries. ​

For content marketing, the team developed a comprehensive strategy to generate over a thousand leads, cultivate brand awareness, and nudge prospects along the sales cycle in the retail, manufacturing, OEM and semiconductor space. The team created a sophisticated anchor content asset (eBooks, reports or webinars) for each vertical, complemented by a corresponding nurture content package. These packages included blogs, email assets, sales materials, SEO-optimized landing page copy, social graphics and a social media calendar for seamless asset rollout. To generate leads, we partnered with selected trade media outlets in each vertical, promoting the anchor content through syndication campaigns. The outcome: heightened brand visibility across core and new verticals, over a thousand marketing-qualified leads and increased website traffic. ​ In addition, we launched a paid LinkedIn advertising campaign to target TreviPay’s retail vertical. Our team managed everything from audience targeting, copy creation, designing the visuals, bidding strategy, A/B testing and ongoing ad optimization. We kicked off the campaign with an awareness objective, moved to a website visit strategy, and then shifted to a lead generation strategy. The campaign exceeded all LinkedIn advertising benchmarks.

The Results.