CDW Technology Content
Publisher:
Client:
CDW and CDW-G
Circulation:
\N
Audience:
Current and prospective CDW technology customers
CDW provides technology solutions for business, government, education and healthcare and is a top reseller of more than 1,000 brands of technology products. Ranked No. 38 on Forbes’ list of America’s Largest Private Companies, CDW sells nearly all types of technology hardware and software, in addition to providing several implementation services to its diverse and large client base.
As a company with global reach, CDW sought to improve its relationship with its customers and connect with them in a personal way. It also wanted customers and potential customers to view the company as more than a product supplier – as a solutions provider, as a partner and as a thought leader.
CDW reached out to TMG to create high-quality branded content in multiple formats to bring the stories of CDW customers (and in that way, its story as well) to life.
EXECUTION:
TMG’s in-house staff of veteran technology editors crafts independent, relevant, authoritative and focused content that tells how customers use products and services from CDW to address pain points and meet business needs in the customers’ specific verticals. In essence, the content makes the customers the “rock stars.”
The staff produces magazine articles, e-newsletters, online video, exclusive online content, white papers and other resources that emphasize technology trends and tactical information that IT pros can apply to do their jobs smarter and more efficiently.
The content highlights the products and services sold by the company to key customers. To lend strong legitimacy, both print and digital content created for CDW includes examples of technology use, best practices, lessons learned from failures, how-to details, and numerous peers and tech leaders as sources. The print publications engage readers directly while the digital content and enewsletters drive repeat traffic and interaction in an online – and mobile – environment.
RESULTS:
TMG developed a 360-degree approach to content marketing for each of CDW’s verticals, setting a high standard for use and repurposing of content across multiple platforms. TMG is CDW’s partner for magazines, websites, e-newsletters, social media, webinars, videos – you name it – winning dozens of awards in consumer and business media competitions.
Marketing research confirms that the program works extremely well. In addition, both customers and prospects share highly relevant content and announcements of webinars and podcasts with colleagues and industry blogs. Their actions have fueled significant increases in web metrics, including triple-digit growth in both repeat visits and time spent onsite, plus exponential growth in web traffic and search results.
This earned-marketing buzz keeps the CDW name top of mind in the communities where it sells its goods and services. The print publications and digital content have garnered more than two dozen editorial, design and integrated marketing awards, competing against newsstand and trade publications as well as popular consumer websites, providing CDW further prominence as a trusted source of technology information.
