Sweeping up clients in the event management space
Sweap wanted to position themselves as thought leaders within the event management and marketing space while generating new leads. We worked together to produce in-depth industry reports and supporting B2B marketing material.
Background
Sweap.io is an event management company with their own automation tool. In 2022, they conducted a 500-person survey and wished to turn the findings into a report that would attract clients, improve brand awareness, and establish themselves as leaders in their field. Having first tried generating the report with AI, they came to me to polish it up.
Solution
It quickly became clear that the AI-assisted report would not be up to the standards business leaders would expect. We took it back to the drawing board and developed a supporting content marketing strategy.
B2B copywriting
Longform report creation
Content strategy
The AI’s data analysis was repetitive and superficial, so I dived into the numbers myself. Then I rewrote the report from beginning to end, filled with new graphics, new insights, new interviews with industry figures, and a far deeper quantitative and qualitative analysis of the findings, as well as a selection of CTAs to adopt Sweap’s own software.
We then enacted our four-point plan to meet Sweap’s goals of lead generation and heightened brand authority:
1. Create a range of supporting search-engine-optimised thought-leadership blog content alongside a rigorous copyediting review of their web and marketing materials, increasing organic traffic and strengthening the top-of-funnel pipeline.
2. Deploy an email marketing campaign tied to the release of the new content as well as a series of podcast-style interviews.
3. Direct their newfound readership to ‘the main event’: our 12,000-word, 33-page ebook: The State of Event Management 2022.
4. Require users to sign up for Sweap to download the ebook and offer all who download it a free 1:1 consultation on the use of Sweap’s automation software.
Results
• The report generated high-value leads, strengthened Sweap’s existing connections, and positioned the company as an authority in event management solutions.
• The following winter, Sweap returned to me to repeat the strategy with two new ebooks: The Ultimate Event Marketing Guide and The Essential Guide to Event Marketing Strategy.
"We had the data but not the story. Alex's work gave us depth and credibility. It became our biggest lead magnet, the kind of result that gets you buy-in for next year's budget. It's the piece of content I point to when people ask what our brand stands for."
Oliver Edwards, Head of Marketing at Sweap