Instructure's Bridge blog

How high-quality content increased lead gen in a new market

Client situation

Instructure, a leading software-as-a-service (SaaS) technology company based in Salt Lake City, Utah, is a pioneer in the education e-learning space. With 900 employees, an expectation of over $100 million in annual revenue in 2016 and a CEO named Ernst & Young’s Entrepreneur of the Year in 2014, Instructure is a major player in the education industry.

But when the company wanted to break into the vastly different corporate market with Bridge, a new learning management system (LMS) for the corporate market, it knew it had to ramp up its marketing machine to speak to a different audience. In order to establish itself as a thought leader in an industry already worth $5 billion, Instructure knew it needed to enter the scene with helpful content that solved prospects’ problems.

Our solution

With developed buyer personas, we helped Instructure hit the market hard by drafting content that would live in high-value e-books, blog posts, infographics and microsites to generate inbound leads and arm the company’s outbound sales team with helpful, valuable content. In addition to generating long-form and short-form content, we also provided editorial calendar planning and content strategy along the way.

Our ability to consistently provide quality, well-researched content caused Instructure to part ways with another, much larger content marketing firm. Today, we’re the sole content marketing firm for Bridge, feeding the content-hungry Bridge blog and arming the Bridge sales teams with e-books and other content. 

Results

For several consecutive months, our blog posts and longform content — combined with webinars and social media efforts — generated leads that exceeded original monthly expectations.

We enjoy our partnership with this e-learning innovator and look forward to helping Instructure continue to grow through high-value content and thought leadership.

Spot-on content strategy and development

The Reputation Ink team brings strategic expertise to every piece of content they create for us, whether it’s an informational e-book or an interactive quiz. They consistently deliver high-quality work that our audience will actually enjoy reading. Our brand tone is difficult to master, and they nail it as if they were a part of our internal marketing team.

Unlike other agencies, Rep Ink doesn’t wait around for instructions—they take the reins and find new opportunities for us to optimize our content and marketing strategy. Our best-performing content to date has been a key tool for our sales department and continues to generate leads over a year after it was launched. The best part about our working relationship is that the team makes it fun and seamless to collaborate and do great work, even from two time zones away.  

John Clyde
Marketing Content Manager
Instructure
Download Bridge case study