Our Work » CDW
Industry:
Technology
CDW's custom media campaign lets it reach out and touch 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 every type of technology hardware and software, and also provides several implementation services to its diverse and large global client base.

Objectives:

  • Improve its relationship with customers and connect with them in a personal way.
  • Build CDW’s image as more than a product supplier, but also as a solutions provider, a partner, and a thought leader.

The magazines and web elements are must-reads for customers

Strategy:

TMG creates high-quality branded content in multiple formats to bring the stories of CDW customers to life.

We 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.

  • Custom print publications engage readers directly while digital content and e-newsletters drive repeat traffic and interaction in an online and mobile environment.
  • Independent, relevant, authoritative and focused content tells how customers use products and services from CDW to address pain points and meet business needs in their specific verticals.
  • Content focuses on solutions for IT pros, including examples of technology use, best practices, lessons learned from failures, and how-to details, using numerous peers and tech leaders as sources.

The custom media rewards CDW with brand awareness and loyalty

Results:

Market research confirms:

  • Highly relevant content and webinar and podcast announcements are being shared between colleagues and in IT industry blogs.
  • Triple-digit growth in repeat visits and time spent online, plus exponential growth in web traffic and search results.
  • Dozens of editorial, design and integrated marketing awards won against newsstand/trade pubs and consumer websites.

This earned-marketing buzz keeps the CDW name top of mind in the communities where it sells its goods and services. And the numerous awards provide CDW further prominence as a trusted source of technology information.

“CDW’s integrated tech content marketing program has become a key part of the company’s content strategy. They play an important role in our marketing and sales efforts, and provide valuable resources for our integrated digital and print approach to delivering information to existing and prospective customers."
Ryan Petersen, Editorial Supervisor, Marketing Communications
CDW Corp.