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CDW CASE STUDY

How do you develop an omnichannel content strategy that delivers results?

CDW, a leading multibrand technology solutions provider to business, government and healthcare organizations in North America and the UK, wanted to build its reputation as a technically astute thought leader in a complex market.

CDW needed an agency partner that gets its customers and its business. By working hand in hand with key stakeholders, Manifest’s team of content and creative experts, strategists and technologists support CDW by executing on corporate strategies and delivering results.

Engaging a B2B technology audience with real-time relevant content

CDW must compete in a crowded information landscape for the attention of IT decision-makers who demand relevant, high-quality content. Survey data shows that 85 percent of CDW’s target audience finds the technology news and information they seek online. Because the average B2B technology buyer will consume seven informational assets before making a purchase — and are 63 percent more likely to consider a partner who educates them during that process — CDW knew it needed to own a larger and more engaged share of that conversation.

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Real stories with real customers and real experts

In partnership with CDW, Manifest developed a vision of the role that content plays in CDW’s customer journey and how content influences perception and aligns to business objectives. Through in-depth research, consumer insights and competitive analysis, a comprehensive strategic content-marketing plan was developed.

Our mission is to share CDW’s expertise through the lens of its customers and employees, promoting it as a technically astute thought leader that understands the needs and challenges of businesses and organizations across a sweep of industries. Why? Because this builds and maintains relationships that drive business.

Relationships drive business

What began as a single quarterly magazine in 2004 has transformed into a leading B2B, strategic content-marketing program.

Today, the challenge has expanded to several target audiences and shifted from a brand perception play to a fully integrated core component of CDW’s marketing communications strategy. Content now targets gaps in communication across the customer journey, lead nurture initiatives, key customer and partner communications and corporate brand campaigns.

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Audience engagement that delivers powerful results

Manifest’s unique partnership with CDW has helped position the organization as a credible, recognized thought leader in IT across multiple business sectors, education and government.

And CDW customers have spoken loud and clear about the value they see in CDW’s content: In a reader survey, 97 percent said they view CDW content as useful or more useful than other content they consume. More important, 58 percent said they either purchased or recommended a product or service as a result of reading CDW content.

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