Humanising IT
A specialist IT content programme that built visibility, watch time and a reusable content library.
Client: HIT Global
At a glance
3
live episodes
3,000
views in three months
45
hours watched
5,000
impressions
The challenge
What needed to change.
HIT Global operates in a specialist IT service management market.
The content needed to demonstrate expertise, give relevant people a reason to engage and stay useful after the live recording rather than disappearing once an episode ended.
The approach
Why we chose this route.
We created Humanising IT as a specialist conversation-led content programme.
The focus was on useful discussion and discoverability rather than trying to create broad entertainment content for an unrelated audience.
What we built
The practical work behind the result.
01
Live podcast production
02
Video production and editing
03
YouTube publishing
04
YouTube optimisation
05
Supporting content
How it worked
A connected route through the campaign.
01
Choose a specialist topic
02
Run the live conversation
03
Edit and publish
04
Optimise for YouTube
05
Keep the content discoverable
The result
3,000 views in three months from a specialist IT content programme
The figures above show the measurable output from this programme. The value sits in how the campaign, content and follow-up worked together rather than in one isolated activity.
What we learned
The commercial takeaway.
Specialist B2B content does not need mass-market numbers to be useful.
For a defined market, relevance, expertise and discoverability can matter far more than broad reach.
Where it fits
The stages this work supported.
- ATTRACT
- ENGAGE
- CAPTURE
- RESPOND
- NURTURE
- QUALIFY
- BOOK
- OPTIMISE
Primary stages: ATTRACT, ENGAGE, OPTIMISE.
Related solution
Podcast Lead Generation
See how this service can be used on its own or connected to the wider Echo Eight System.