How aifora Used Advanced Content to Supercharge Their Lead Generation

Executive Summary

Content marketing is an effective way to generate high-quality leads and position a business as a thought leader within an industry. Successful content requires an in-depth understanding of SEO, industry trends, and what readers want.

Retail automation platform aifora wanted to use white papers and ebooks as tools to improve lead generation, but did not have the relevant expertise to do so in-house. Alternatives such as allowing a PR agency to craft content proved to be expensive and could not meet the defined objectives for such content. Working with LeadsPanda, aifora was able to achieve these results:

Experienced content development team

New avenue for leads generation

Insightful and engaging content

About aifora

Founded in 2018, aifora is a fast-growing retail automation solutions provider. Founders Thomas Jesewski and David Krings used their experience and knowledge of retail consulting and data science to build a solution to help retailers of every size modernize and optimize their prices, inventories, and processes.

CHALLENGES

Content developed by PR agencies was costly and required significant edits
The client needed to produce content on a regular basis and assumed that an internal team or its PR agency could serve its content needs. However, the material written in-house or by the PR agency was ineffective and lacked the finesse and impact that white papers must have. Despite the lower quality, the content creation process was expensive and unsustainable.
The in-house marketing team lacked experience in crafting insightful and high-quality content
White papers can be effective tools in lead generation but the content needs to be produced with the right topics, CTAs, and insight. As part of a growing company, aifora’s in-house marketing team did not have the experience needed to produce high-quality white papers. The team had not written one before and did not know how to develop material that would encourage prospective clients to engage with the brand.
White papers and ebooks need to be insightful and well-researched without being overly technical
White papers and ebooks are often used as educational tools that can also help a business generate leads. This content must include insight that cannot be found elsewhere while not alienating non-technical readers. The core team at aifora consists of subject matter experts who needed assistance conveying highly technical processes and offerings in terms that were accessible and understandable for the uninitiated

“We wrote content ourselves or our PR agency wrote content for us. The work of the PR agency was more expensive than LeadsPanda and not always satisfactory.”

Jessica Smith

Marketing Manager, aifora

HOW LEADSPANDA HELPED

Content was developed faster since fewer edits were required
The growing company had a lean marketing team and therefore had to find ways to optimize their content creation process. LeadsPanda consistently produced effective content that needed minimal edits. This allowed aifora to produce more collateral than before because the marketing team did not have to provide a lot of input to get content that was aligned with their needs.
Consistent content creation became a new avenue for lead generation
As a start-up in its growth stage, aifora had to develop as many avenues for lead generation as possible. Content, when developed consistently, can improve inbound marketing. Ebooks and white papers allowed aifora to place highly effective CTAs in front of the most promising leads and encourage them to engage with the brand on a deeper level than before.
Industry-specific research and keywords ensured messaging was relevant and insightful without being intimidating for non-technical readers
LeadsPanda helped aifora create content that was well researched, insightful, and engaging. Despite its approachable nature, each document is optimized for search with industry-specific keywords and talking points. This ensured the content would resonate with a wide variety of readers regardless of their initial understanding of the subject matter.

“We worked with LeadsPanda to produce lead generation and thought leadership content. The LeadsPanda team understood our requirements and produced content with minimum edits and feedback loops.”

Jessica Smith

Marketing Manager, aifora

RESULTS

The aifora team was able to reduce its marketing costs by working with LeadsPanda instead of a PR agency. LeadsPanda’s team was also able to deliver exceptional content that required minimal edits at a faster rate than the previous strategy. This allowed aifora to increase content production and try out new content types such as white papers and ebooks.