Case Study

Content Marketing Program – Belden Industrial Group

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Can you augment your new product introduction by developing a thought leadership content marketing campaign?


Belden’s Industrial Group wanted to fortify its position as experts in the provision of industrial Ethernet signal transmissions by offering far more than top-of-the-line product information. They wanted to address two prime topics of interest to the market:  network security and the elimination of downtime.  In each case, Belden’s devices – firewall/VPN and managed switches – were relevant to the solution, but not the ‘stars’ of the information.


To generate interest in Belden’s problem-solving approach to our two issues among factory automation and design engineering professionals, we developed content markting webinar programs with Summit Media’s AutomationWorld and DesignWorld.  Gary Mintchell, AutomationWorld’s Editor-in-chief and well-respected veteran of the industry, served as moderator for both sessions.

The programs were built to both educate the audience and generate a guaranteed number of North American leads.  White papers and presentation materials were developed on the topic and a variety of media promotions were used to build attendance and viewership. These included a print ad announcing the event, custom e-mails, e-newsletter sponsorships, banner ads and sponsored links on the respective sites, telemarketing, social media support and a custom microsite.  After the live event, the webinars were also archived on the publication sites for 12 months.

To extend our reach further, we placed the white papers on all industrial sites that would house them free-of-charge.  We also adapted the content for editorial purposes, resulting in five articles (to date) in key industrial trade publications.


We have exceeded the targeted North American lead total by more than 15%, while also reinforcing the Belden brand and expanding their thought leadership position in the industry.


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