Paragon Health provides strategic and consulting services to cardiology groups nationwide, partnering with some of the leading thought leaders and service providers in the industry. Getting new clients in a highly technical business demanded more than a simple prospecting campaign, it required that Paragon Health establish itself as a thought leader with potential clients through a strong content marketing program.
Paragon Created Nine Months of Content Marketing – in One Day
Bryan Feller Associates created a content marketing program for Paragon Health through interviews with thought leaders in their industry. Video can be an expensive endeavor, especially for small to mid sized firms. In order to tightly control costs, all of the content for this video series was shot in one day at a conference Paragon was already attending. During a summer conference hosted by the American College of Cardiology, Paragon had access to many of the nations leading thinkers in the business of cardiology. Each of these to a 10 minute interview on camera.
Leveraging Content Marketing Assets
To keep costs to a minimum, the Bryan Feller Associates team edited the content of the interview into short video clips, but motion graphics were kept to a minimum. The one-day shoot at the conference provided enough content marketing material to support a content marketing program for over nine months. The clips because the basis for email newsletter campaigns, as well as whitepapers, and case studies. Paragon used all these assets to out market and out publish many of its larger competitors.
Content Marketing Built the Credibility of the Sales Team
Through a monthly email campaign, the videos helped initiate sales conversations between potential clients and the Paragon sales team. The videos also helped establish the credibility of the sales team and improved the quality of conversations they had with clients.