OUTLOOK & ANALYSIS

McGladrey’s Big Bet on New Thought-Leadership Strategy Pays Off

Click to enlarge. From the slide deck for CPA Trendlines PRO members

$427,000 in new business tied to web-driven content marketing campaign.

by Rick Telberg
Exclusive to CPA Trendlines

Top 10 firm McGladrey has taken the wraps off an under-the-radar marketing program that is producing dramatic results and serves as a case study for the rest of the profession.

At a conference in Orlando last month, Eric Webb, Senior Director of Communications & Brand, presented a 65-slide case study that shows since this effort began in 2009:

  • 100% increase in web visits per month
  •  300% increase in content production (gross amount of content project)
  •  200% increase in content productivity from writers (measuring the “busyness” of content producers)
  •  60% increase in content promotion
  • 4 new newsletters added to the content marketing mix
  • 5% email clickthrough rate (CTR) and 19% social content CTR

McGladrey attributes $427,000 worth of business to its content marketing process since July 2011.

“If the website is the center of the universe for all of marketing, the content — especially the original thought leadership type of content — is the cement of that foundation,” Webb says in describing the importance of content marketing.

The effort demonstrates the importance of better communication throughout the entire content production process and clear expectations for each content creator.

CPA TRENDLINES PRO MEMBERS: Click READ MORE to get the details and download the slide deck