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100 Content Marketing Examples July 2012 : Page 56

10 0 CONTENT MARKETING E X AMPLE S 98 The Unica Annual Research Report Company: Unica Originally featured in: The 2011 Content Marketing Playbook Description: Surveys are often used to boost engagement with a target audience and can be easily done through free online survey tools like Zoomerang and Survey Monkey. Plus, once you have your data from your survey, you then also have the materials to build a robust and educational research report that’s meaningful to your audience – because it reflects their insights . Plus, you can poll anyone, like your Facebook fans, prospects, customers, eNewsletter subscribers and event attendees, for a host of different voices. Unica makes an annual survey the keystone of its eBook, The State of Marketing: Unica’s Annual Survey of Marketers, 2011, that hits its target marketers with the insights they need most in a credible, researched report that’s representative of the entire industry. Example: Read the Survey 99 thinkMoney Magazine Company: thinkorswim (TD Ameritrade) Originally featured in: Are Financial Services Companies Wise Investors in Content Marketing by Manya Chylinksi Description: thinkMoney magazine, a custom print publication produced by TD Ameritrade, is a quarterly magazine created exclusively for those in the financial industry (specifically traders). The magazine is offered as a feature of thinkorswim.com, an online community developed by TD Ameritrade to “support traders” with the right tools, tips, research and capabilities to help them do their jobs. Articles are well-researched, current and relevant, and the magazine is laid out in an interactive and visually-appealing way. According to readership surveys, thinkorswim’s thinkMoney magazine has inspired 90% of its readership to take actions that have driven revenue to the company. Example: Read a Recent Issue of thinkMoney 56

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