Yellow Pages Learning Centre (2016)
In 2016 Josh led a full-funnel content marketing program for Yellow Pages Canada. This program targeted Canadian small businesses who needed assistance with digital marketing; the program’s objectives were to A) change the perception of Yellow Pages Canada from “the phone book company” to a digital marketing services provider, and B) attract new visitors and acquire new prospects.
The program consisted of a website, the Yellow Pages Small Business Learning Centre, featuring blog posts, articles, infographics, videos, e-books, guides, and webinars.
Program Development & Execution
Working closely with the content lead at Yellow Pages, Josh planned the content calendar on a quarterly basis with a mix of content and formats for each stage of the funnel.
Josh and his team produced anywhere from 2-8 assets per month. Content was promoted in monthly newsletters and email campaigns, and on social media.
The following are examples of articles and infographics Josh wrote and designed for the program.
Blog post: Five Digital Trends That Small Businesses Should Know in 2017
Infographic: Digital Marketing Tips
In order to capture leads, the program included development of gated assets each month, typically webinars and e-books.
The following are examples of high-value assets Josh developed for the program.
e-book: The Canadian Small Business Landscape
Website traffic grew 39% year-over-year.
Over 6,000 MQLs were delivered to sales.
Client website: https://businesscentre.yp.ca/learning-centre