Terri Falvey
Content Strategy, Brand Storyteller, Sales Enabler
Webinar.jpg

Thought Leadership

At Braintree, we did a complete shift from a developer/small business target audience to a large enterprise one. This new audience was naturally looking in very different places for very different pieces of content. At this time, I also shifted our content strategy to be lead-gen-driving and owned-channel-focused. For these reasons, I created a Resource Hub.

Below are some examples of the thought leadership content I created to fill the new space and need.

Resource Hub

Resource Hub

The hub is searchable by topic or by content type.

Live and On-demand Webinars

Live and On-demand Webinars

Flip through the slides or watch an on-demand webinar here.

Infographics

Infographics

Often cascading out of a long-form piece of content, data has show us that visual, data-driven infographics are one of the most popular piece of content for our target audience.

Case Studies

Case Studies

We know that few sales tools are more compelling than other companies’ success stories with our solutions. This is why we actively grow and maintain a robust library of written and video case studies here.

Articles

Articles

Also cascading from long-form content, we look to keep our articles engaging, purposeful, and educational. Only once we’ve proven engaging, can we begin to expound upon our own value propositions.

Educational Videos

Educational Videos

Research showed us that our target audience had a high engagement rate with videos on LinkedIn, especially ones with an educational component, and so we jumped to action–making a series of compelling videos which cascaded from our whitepapers, and linked back to the source.

See examples here, here, and here.