Posts Tagged ‘content marketing’ case study: managed email campaigns

September 11, 2013

John Newton & Co Ltd is a UK market leader in damp proofing, basement waterproofing and tanking solutions for damp walls and basements.

As part of a tailored marketing subscription, John Newton & Co commissioned to supply data for and manage a series of six monthly emails between June and December 2012. Over 5000 decision makers and influencers matching John Newton’s target customer profile were selected from’s database of over 70,000 active specifiers. Using content provided by John Newton and data supplied by, our managed email service included sending their campaigns out via our marketing platform.

Our detailed campaign analytics and reporting allow return on investment to be easily quantifed. Delivery rates, open rates and clickthrough rates are shown, as well as the job title, company and post town of anyone who has opened the email or clicked on a link.

For the first 6
Emails delivered: 92%

Unique opens: 21%
Unique click-throughs: 3%

John Newton & Co subsequently increased their mailing list to circa 10,000 contacts and has continued to run monthly campaigns throughout 2013.

“We have been using for the past 3 years and have found them to be a very responsive and innovative company to work with. The account manager is excellent, and they are very good at offering tailor-made packages to offer the best solution available for our needs.”

– Lucinda Muschialli, Marketing Director, John Newton & Co Ltd


Why case studies increase your reach and influence

August 20, 2013

Case studies are an important tool in digital marketing in the construction industry. They encapsulate the idea of using storytelling as a cornerstone of communications strategy.

Case studies can be a remarkably effective content tool. They seem to be most commonly used deeper in the funnel as a ‘proof point’ or ‘testimonial’ for the B2B sale. But they can also be a great awareness builder and credibility builder for the brand as well.

– Robert Rose, Chief Strategist at Content Marketing Institute.

With a kind of trickle-down effect, lots of newly created websites are set up with a ‘Case Studies’ tab, almost as a placeholder. Thanks to the popularity of WordPress templates, it’s like a default setting, in the same way that having ‘About Us’ and ‘News’ tabs is a given. But it takes more than notes or photos filed under a ‘Case Studies’ heading to create content assets that will genuinely engage potential clients.

In this post we outline five reasons why case studies help showcase your ability to provide expert solutions and provide tips so that you can take full advantage of the case studies platform on to extend your reach and influence.

Why case studies?

1. Case studies help buyers find the right companies to work with

Many products and services are needed as part of a wider problem-solving endeavour, particularly for projects requiring bespoke treatments or demanding outcomes. Specifiers and designers can define the challenge, but not necessarily the means of addressing it. What they need is expert collaborators who can help them devise and implement a solution. Although web pages of all kinds have stacked up in unimaginable numbers, finding the experts to work using search engines is a hard slog.

Case studies are at the heart of the marketing proposition: they are strongly promoted on our main website, in our topical e-mail bulletins, and in our social media conversations. They are indexed by topic, business sector and geographical location, making it easier for buyers to find the right partners for their projects.

• Read how Platipus Anchors’ technical expertise – testing tree anchors – helped contribute to redeveloped public environment on Liverpool Waterfront (below).

Platipus Anchors Tree anchoring, Liverpool Waterfront

How to maximise your case studies

August 20, 2013

In a previous post, we looked at the benefits of case studies and why they increase your reach and influence. case study

The structure of a case study entry in the content management system  is designed to help you make the most all of those benefits – of particular importance is the scope of the case study and the details provided in its description.

Below we step through 8 elements of a case study on CMS case study screenshot


Use’s Content Management System to extend your reach and influence

June 18, 2013

The Content Management System (CMS) is a useful tool that allows you to promote your brand, products and services whenever you want to.

We have invested a large amount of time and money in developing it, and it is the best Content Management System in our market sector. You can publish detailed information on products and systems, projects and your latest company and product news.

Regular updates ensure buyers are aware of your on-going business proposition. Designers and specifiers are keen to keep up to date with the latest sector innovations and news. We’re keen to deliver that information to them on your behalf. Posting new content will increase your reach and influence in your market sector.


Sign in to your account

But I don’t have enough time!

We’re all busy with our day-to-day routines, but some things are worth making the time for. Rich, detailed, accurate information will make a big difference to your brand perception.

Did you know, it takes less than:

  • 5 minutes to create a brand new illustrated entry with supporting downloads.
  • 60 seconds to add a new illustration and make it your gallery image.
  • 60 seconds to add a new download.

And what’s more, you can see your enhancements instantly.

Time management is a constant challenge for any professional person managing multiple projects at once. Here at ESI, we use systems like Getting Things Done and The Pomodoro Technique to break tasks into small, manageable segments, blocking off chunks of time and eliminating distractions.

How do I manage my content?


Richer content for more page views: an case study

June 18, 2013


Here’s an example of how enriching the content of your entries – breadth, depth, illustrations and news items – results in more entry views…

Priorities for a busy marketing team

The geotechnical specialist, Maccaferri Ltd has a longstanding partnership with The company had started to use the content management system to upload and maintain product information on the website, and members of its team had logged on for our training webinars.

But a busy marketing agenda and lots of channels competing for time and attention, as well as changes in its marketing team, meant that Maccaferri’s product information was not being kept as fully up to date or complete as the company would have liked – 14 of the 25 entries that it had reserved were not being actively used.

We were keen to ensure that Maccaferri had the best possible profile on our website. High-quality content attracts specifiers and generates new business opportunities.

Enriching content step by step


How case studies help make decisions go in your favour

October 23, 2012

We love working with client content at That’s why through our website, blogs and newsletters, we host a whole range of content types, specifically aimed at influencing specifiers and buyers making important decisions on who and what to work with. In this post, we demonstrate two examples of how our editors work with client content to develop new case studies which have resulted in great enquiries being directed back to our clients.

The two examples given below demonstrate how case studies on can help increase exposure of your products and create greater influence at the right time.

Example 1: Showcasing design innovation for a leading Street furniture manufacturer

We rewrote and edited this client’s material to focus on a problem and solution approach narrative that strikes a chord with designers.

ASF bespoke solutions case study image

By flagging up a specialist manufacturing process, we created a compelling story that is of interest to designers, and shows the specialist manufacturing capabilities and problem-solving attitude of the company.


Great tips from an Architect. Make it easier for your products to be found and specified?

September 25, 2012
We all know architects and designers are highly visual people. So it comes as no surprise that appearance is a key factor when specifying products or systems for client projects. (more…)

Getting social with

August 22, 2012

All companies listed on can now add social media links to your company profile pages, allowing designers, specifiers and buyers easy access to share and connect with your accounts. This new development allows you to clearly display your Twitter, facebook, LinkedIn and YouTube accounts next to your company profile.


Make the best use of your content to get your products specified

July 9, 2012

We spend a lot of time working with your content at, ensuring your products are presented in a way that designers, specifiers and buyers need for building or engineering projects.

One important bit of feedback we regularly get from users of, is the fact they really don’t like having to fill out extensive forms to download catalogues,  technical drawings or files.

(more…) Building Design blog – Q & A with editor and expert blogger Benedikte Ranum

March 27, 2012

1. What do you do at 

I am the editor who looks after’s building design / building services community and content. I have to make sure that we publish and share useful information in these subject areas, and that we make it easy for our audience to find what they’re looking for. This involves connecting with built environment professionals through many different channels – our website, face-to-face meetings, remote meetings, seminars and conferences, webinars, social media and blogging.

2.  Can you tell us a bit about the marketplace blog?

The Building Design blog covers a wide range of topics. Architecture is at its heart, but posts have touched on anything from geo-engineering to environmental psychology; from ancient brickmaking methods to the latest developments in concrete manufacture; and from renewable energy developments to biomimicry. Some posts are simply descriptions of recent architectural projects, while others try to get behind the headlines a little bit: explorations of the relative sustainability of different building materials, or a look at what it’s really like to live in a PassivHaus.

3. How long have you been running the marketplace blog and why did you start it?

We started the blog back in the summer of 2009. The idea was to provide a more informal space for our community to interact with and with each other. We wanted to broaden our scope from simply providing product information for specifiers, and show our readership that we share their interests and concerns. Our clients and the people who use would get a chance to influence or contribute to blog content, which would in turn strengthen those relationships. A blog allows a company to fulfill certain pragmatic requirements – like boosting SEO, gathering leads and reinforcing a brand – while also showing a more human face. In addition to all of those benefits, I find that I learn a lot through researching, writing and commissioning blog posts. It is often hard to find the time to read through all the relevant trade journals and articles, but the blog provides a focus to keep me informed of what’s happening in the market. Rather than provide in-depth, expert articles, our blogs often act as signposts to other interesting content. I am not an architect or engineer myself, but I am keen to share the useful information that I come across.

4. What does your ideal blog reader look like? Who is the target audience?

The target reader for the Building Design blog is a professional involved in the built environment – be they an architect, technologist, consulting engineer, QS, building product manufacturer, contractor, urban designer or housebuilder. Most of the visits to the blog come from within the UK, but we have also had visits and comments from readers in the US and mainland Europe. While the people who use for product information are often in the middle of specifying for a live project, the blog is more of a venue for browsing, exchanging ideas or satisfying one’s curiosity. I once wrote a post about a Gateshead development of IKEA-designed housing, and the person who was actually the lead contractor / project manager of the scheme got in touch to comment – I got a kick out of that. An ideal blog reader is one who is happy to comment, get involved in a debate, share an alternative link, offer an opinion or correct a mistake; that’s when a blog really comes into its own.

5. Is there a specific editorial programme for creating posts?

We have an editorial programme for 2012, which coincides with our monthly Focus on e-mail newsletters. This means we look at a different subject area every month for each of our marketplace blogs, and write or commission posts to suit our marketing schedule. However, we also write and accept blog posts ad hoc, whenever a good idea springs to mind, a specific event is coming up, or some interesting content presents itself in other ways.

6. Have you featured any guest posts from manufacturers on the marketplace blog?

Absolutely: the last two blog posts on Building Design blog came from Kingspan and CA Group respectively, giving some interesting insights into solar energy technologies and projects, and last month we had a brickmaking blog post from Ibstock. These have all been very well received by our readership and in our social networks. We also have posts lined up from other clients over the next few months. This is something I am keen to see more of: after all, building product manufacturers are the true experts in their field. It’s great to help them raise awareness of their recent developments, and provide a venue where they can share their knowledge.

7. How do others get involved in the blog? What are the benefits of submitting a guest post?

It’s really very simple: they can just send me an email at with a broad outline of their idea for a blog post. It can be something new, or an article they have already published on their own website. I will then check how it fits into our editorial programme and advise them on suitable word-count, illustrations etc. Some ESI clients submit a finished blog post, whilst others provide the raw materials for me to edit or rewrite – either way is fine. There are many good reasons for submitting a guest post: aside from the SEO benefits that rich content and reciprocal links bring, there are the advantages of opening their content up to a wider audience, and gaining extra exposure for their brand. Guest bloggers also get a chance to establish themselves as thought-leaders or experts in their niche. We promote our blog content through our opt-in e-newsletter programme as well as through our extensive social media networks, which helps drive traffic to our clients’ content.

 8. What highlights are coming up?

Over the next few months, we are highlighting developments in the areas of doors and hardware, staircases and balustrades, and roof finishes. We will also be taking a closer look at Eurocodes. This suite of structural codes is becoming increasingly used throughout Europe and will be affecting a lot of the people who use, as well as our clients. What with ‘everybody’ being at Ecobuild this week, I will also be doing a post-show report. I would love to hear from clients who have a stand at this year’s show – how did it work for them, which products did they showcase, and what is their method for following up on prospects and contacts after the event?

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