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100 Content Marketing Examples July 2012 : Page 40

10 0 CONTENT MARKETING E X AMPLE S 65 “Viewing Value” eNewsletter Company: OpenView Venture Partners Originally featured in: The 2011 Content Marketing Playbook Description: eNewsletters can’t be beat for communicating substantial content within intellectually intensive and rapidly changing markets. For example, venture capital company OpenView Venture Partners does an outstanding job engaging both portfolio clients and entrepreneurs (their target) with collegial, yet smart articles, interviews and case studies in its Viewing Value eNewsletter. Example: See the eNewsletter 66 IBM White Papers Company: IBM Originally featured in: The 2011 Content Marketing Playbook Description: Commonly used as a thought leadership or lead-generating asset, white papers are highly effective yet very resource-and time-intensive projects. They’re worth the effort, though. Once completed, white papers can provide a host of content ideas for your blog, videos, social media discussions and so much more. A company doing white papers well is IBM, which demonstrates its thought leadership in different industry spaces through targeted, well-researched reports (like the “Driving Performance Through Sustainability” white paper) without being too overly promotional. Example: Check out the “Driving Performance Through Sustainability” white paper. 40

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