Campaign: 41 Stories
This Minneapolis-based communications and PR firm started its corporate blog with the goal of improving the quality of blogging services it provides clients, but 41 Stories (named for the floor of the office tower on which the agency is located), soon turned into a lead-gen engine.
Strother updates the blog twice weekly, with one post devoted to marketing topics and the other offering a glimpse into employees' lives outside the office. Every employee contributes, and content is syndicated through corporate and employee social media accounts.
The use of multiple channels has led to significant growth in brand awareness. Each post now reaches an average of 25,000 people. More than half of new prospects come to the agency through the website or blog, a tenfold increase over just a few years ago. For a company that has always relied upon outbound marketing, that's a welcome shift.