Long-form Content: DEI Metrics Guide for Mathison
Spearheaded the creation and launch of Mathison Technologies' 2024 DEI Metrics Guide, integrating proprietary research and expert insights, resulting in our most sought-after and widely shared content of the year.
Overview
In my role as Senior Product Marketing Manager at Mathison Technologies, I spearheaded our efforts to solidify our company's reputation as a thought-leader in our industry. While we consistently produced valuable content, one standout asset was our annual DEI Metrics Guide, revered as a go-to resource for our target audience.
For the 2024 edition, I envisioned elevating the guide's value by integrating exclusive insights derived from proprietary research. To craft its framework, I engaged in extensive consultations with our industry-leading product advisory board, surveyed over 300 HR, DEI, and TA leaders, and referenced 35 seminal white papers, case studies, and workplace reports to distill the six most pressing trends in the field.
Each trend was carefully paired with well-researched predictions and statistics, complemented by proprietary metrics gleaned from our internal research. This approach provided a comprehensive perspective on progress within these critical areas.
Strategy & Execution
The combination of referencing existing studies with our proprietary research created a valuable asset that provided insights and analyses regarding the most relevant topics for HR, DEI, and TA leaders, such as employee engagement, AI in the workforce, and reductions in force to name a few.
The culmination of our efforts manifested in a comprehensive 24-page report, brimming with 18 workplace predictions, 50 statistics, and insights from over 300 HR, DEI, and Talent Acquisition luminaries. As a testament to its impact, the guide emerged as the most sought-after and widely shared piece of content throughout the year. Our target audience was able to reference back to this guide throughout the year to understand how they should tackle specific HR, DEI, and TA issues, as well as the key metrics they should be tracking.
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Launch Plan
A successful content launch depends on the sharing strategy as much as it does on the quality of the content. To ensure successful traffic and downloads for our DEI Metrics Guide, I implemented a variety of techniques:
Giving our loyal readers a heads up on what to expect in advance through our customer newsletter
Giving early access to our employees, product advisory board, and senior leadership team to increase familiarity and excitement
Providing a share template to those we gave early access to, so they could adequately speak to the content when posting on social media or sharing via email
Doing a multi-post social media campaign highlighting the most compelling statistics to draw in more readers
Sample Pages from the DEI Metrics Guide
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