DIGITAL MARKETING
CASE STUDY


Cornwell Jackson Expands Niche Marketing Leads with Whitepapers

Cornwell Jackson is a CPA firm based in the Dallas/Fort Worth area with a strong tradition of consulting and innovating for its clients. The firm wanted to publish a series of 2,500-word articles each quarter as gated content to enhance expert visibility of several niche services. Knowing that Google valued longer, detailed articles, their approach was also SEO focused. They were challenged by time and a coordinated strategy among all the niches to tie content to visibility and leads.

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Strategy

Topics were brainstormed by Ingenuity’s in-house communications consultant and niche partners in a two-hour conference call. Choosing three or four topics per niche, the Cornwell Jackson’s marketing team created a timeline for interviews with suggested titles to be published each quarter in accordance with the marketing plan’s scheduled newsletters, eblasts and social posts. Each whitepaper involved an interview with an in-house expert, usually by phone, for 45 minutes to an hour. The ghostwriter at Ingenuity then took those notes and did additional industry research on the topic. Going deep on important issues within the firm’s niche industries made them very attractive as downloads by leads. Downloads occurred through organic search and after the firm attended an industry tradeshow or event. In addition to the whitepaper landing page and downloadable report, Cornwell Jackson took three to five excerpts from the whitepapers and used them as blogs. This boosted the blog’s industry-specific and timely content. The content was written in such a way that it could be easily divided into these blog posts with minimal editing. The whitepapers were designed in-house and published with an email capture form to collect leads. They are also promoted through regular eblasts to niche client and prospect lists.

Results

Ingenuity worked with the marketing team and niche experts to interview and ghostwrite 28 whitepapers over two years. The whitepapers created an online “knowledge base” that is heavily promoted through sales and marketing tactics.

Within the first 12 months, focused online content marketing and social promotion of the whitepapers brought in 60% of Cornwell Jackson’s new business leads. In the past year, online leads generated 10% of all recurring new business. With about 12 online leads a month, almost 45% are real business opportunities. Positioning Cornwell Jackson as go-to experts in areas such as oil and gas, buy here pay here auto dealers, manufacturing & distribution, professional services and health care, has made partner marketing time more effective. Cornwell Jackson was also named one of the fastest growing Americas Region firms by top international accounting association, BKR International. It was the first time they achieved this designation among more than 60 Americas member firms.

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“I needed technical research and writing skills to promote our partners’ knowledge and save them time. Ingenuity delivered a high level of expertise with niche content that no one else has. We are getting real business opportunities from content marketing, and our partner group is very pleased.”

— Beth Rizkal, Marketing and Recruiting Manager, Cornwell Jackson, PLLC