RealityCheck is a global partnership of qualitative human insight strategists for Fortune 500 Brands. They believe that consumers don’t buy brands. People do. This perspective is fairly unique in the marketing research field and they were looking for a way to tell the story of their innovative approach.
For the last five years Simplified
has helped RealityCheck develop a full scale content marketing campaign
to showcase their innovative POV and target both decision makers in the market research industry. Early on, the campaign mostly consisted of a series of provocative blog posts that were picked up by national publishers. It helped that the clients were great writers and knew how to tell a great story. Content has now been expanded to include videos
, info-graphics , and e-books. All of this content is shared through email marketing, social media, digital advertising and Google Adwords retargeting display banners with a download offer.
While all the elements of this content marketing effort have helped raise the profile and stature of RealityCheck and spark conversation with new clients, the five e-books that we have produced have been a particularly effective tool for new business develop. The e-books have been used for lead-generation, conference leave behinds or presentation follow up, and select Direct Mail efforts. One of their e-books, Insights JournalismTM, is now used by a global brand as a best-practice guide for their marketing teams. Another serves a precursor to Empathic Listening training sessions for brand groups.
RealityCheck is not only recognized as a though-leader in the human insight space for market research, but the content marketing effort had led to several new engagements with some of America’s favorite brands.
At a glance here is a sampling of the collection of RealityCheck e-books.