A cyber security company had a dilemma leading up to the release of their annual cyber predictions report. They wanted to be positive their audience could find the report, but our research showed that few people were searching for relevant keywords. We knew we needed to build up awareness of the report through other paid channels to drive downloads and increase search volume.
To do this, we recommended using upper funnel tactics to build high-level awareness through direct ad buys, Google display ads and targeted LinkedIn content.
In the end, we saw 30 report downloads through these efforts and an additional 34 downloads from paid search.