Key Equipment Finance has been in the equipment, software and services finance business for over 47 years and is one of the largest bank-owned equipment finance providers in the U.S.
The small in-house marketing team at Key Equipment Finance had done a great job with its first attempts at content marketing. But after seeing success with whitepapers and email blasts, the brand found its growing content offerings difficult to manage and wanted a more intuitive template for building content. ion interactive helped Key Equipment Finance maximize the efficacy of their in-house marketing team as they repurposed their first traditional static content piece into a more engaging interactive infographic.
“They [ion interactive] immediately understood the heart of the content and transformed the user experience around it. They got it.”
Originally, Key Equipment Finance landing pages sent users either to a whitepaper or article, but with the help of ion interactive, the brand was able to create an interactive experience in a style that matched the existing landing page and website. Although initially worried about the time and effort it would take to make static content interactive, Amy Thomas, Corporate Designer for Strategic Services at Key Equipment Finance, was relieved to find her collaboration with ion interactive much simpler than she’d anticipated.
“ion’s timing when they stepped in to create our first infographic could not have been better,” Thomas says. “It took two extremely efficient phone calls with ion to give them our traditional content, and they nailed it right out of the gate by pulling out the most relevant points from the content. From there they began tagging the most relevant information and put the call to action in the right place. They immediately understood the heart of the content and transformed the user experience around it. They got it.”
Immediately the Key Equipment marketing team was able to take stale content and create interactive infographics that get customers clicking to test their knowledge of the industry while, at the same time, sharing valuable product information with the audience. Gamifying traditional content takes static facts and makes them more engaging, which helps both the marketing and sales teams demonstrate the brand’s value.
“Both marketing and sales have used our new interactive content to share and educate,” says Thomas. “And getting the sales team excited about what you’re doing is really important for marketing efforts. The interactive content makes us really innovative. We work for a pretty staid industry, and it’s really tough for us to track back specific sales, so the sales team is really excited to have such an original, useful tool.”
“Both marketing and sales have used our new interactive content to share and educate. And getting the sales team excited about what you’re doing is really important for marketing efforts. The interactive content makes us really innovative.”
Key Equipment Finance’s first foray into interactive content has already led to a 21% increase in site visits as well as a 36% increase in conversions, and Thomas says that the additional engagement has also created a valuable feedback loop for both the sales and marketing teams.
“We’re able to track our success by all the different tags that we put on the infographic,” Thomas says. “And the platform itself enables us to see where people are engaging with our content, which has led to a considerable increase in engagement and sales.”
THE NEXT STEPS
Now that Thomas has seen the benefits of interactive content, she’s created even more using the template provided by ion, which has earned praise from both the C-suite and the sales team, not to mention establishing Key Equipment Finance as trendsetters in the industry. Her small team is now performing like much larger players.
“Adding these tools has been like hiring three people,” Thomas says. “We’re trendsetters now; there isn’t anyone else doing this in this space. From an in-house perspective, the fact that we’re building these experiences ourselves and getting these results has made us really excited to share our successes even outside the marketing department.”