Imagen Content Marketing

Building high-intent customer engagement generates leads

The challenge

Imagen wanted its video management platform to be considered as an essential tool. To do this, we translated the features and benefits into the real-world needs and wants of Imagen’s target customers. The key to our success depended on engaging with subject expertise to build trust and relevance. 

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That Media Thing’s journalistic heritage in storytelling enabled us to engage effectively with the most discerning of audiences, from broadcast media, through professional sports to global enterprises. We focused our campaign on aligning core product features of Imagen’s video management platform, with emotionally-charged issues such as: increasing profits, keeping up with trends, and tackling piracy.

We authored expert-voice articles, designed compelling infographics and created in-depth white paper PDF Resources, with detailed facts and figures backing up the arguments made for investing wisely in the right product. The latter email gated asset formed the lead magnet for a full content marketing program, promoted through an innovative social media and newsletter campaign.

The measure of our success was not just the significant volume of high-quality site traffic, but that our compelling narrative generated new leads through product demo and meeting requests.

"That Media Thing helped translate the features and benefits of our platform into compelling arguments that made potential customers sit up and listen. TMT are great to work with. They are fast and responsive, at times challenging our own assumptions, as well as presenting qualified arguments for trying new and innovative approaches that have delivered measurable results."

Helen Aboagye - Chief Marketing Officer, Imagen​

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