Increasing consumer awareness and demand for sustainability with custom content
The Challenge
Consumers increasingly demand sustainability in their products, driving growth in renewable agriculturally derived materials. The United Soybean Board (USB) wanted an effective white paper campaign to capture leads while educating their target audience on how soy feedstocks can create environmentally-friendly plastics.
C&EN BrandLab was tasked with solving these questions from the team:
Our Approach:
Develop and repurpose content to maximize high-quality leads
Develop the right content strategy
Have a sophisticated lead capture solution
Re-promote and continue to deliver to the sales team
The Program
The C&EN BrandLab team worked closely with United Soybean Board to develop the content, and a robust lead generation strategy that would help meet a guaranteed number of leads for their sales pipeline.
A custom landing page, email, and banner ads were developed to prompt United Soybean Board’s target audience to download the white paper.
With the continuation of the white paper program, we were able to initiate more conversions amongst scientists interested in sustainable solutions by re-promoting the same white paper.
The Results
In 2020, the custom white paper surpassed the lead goal of 250 by 106%. In the following year, the same white paper was re-promoted and surpassed the lead goal of 100 by 444%. The results below demonstrate how C&EN created an effective pipeline of prospects for United Soybean Board that could lead to sales conversions.
Total Qualified Leads
Total Impressions
