Lightcast
Generating leads with strategic data storytelling
About the Client
Lightcast, formerly Emsi Burning Glass, is an established data and economic modeling firm and proprietary, AI-powered technology platform. Lightcast supports data-driven talent strategies and provides comprehensive global labor market insights.
Services
Data Visualization
Data Analysis
Market Research
Copywriting
Content Strategy
Visual Design
Interactive Content
Animated Ads
The Challenge
Engage and convert using data
Lightcast has been a leader in bringing global labor market data and insights to companies in an accessible way for over two decades. When we partnered with their team, our challenge was to rethink the content strategy for an annual benchmark report for talent teams. We wanted to drive organic traffic, but the primary goal was to convert viewers into leads. For this data report, we needed to walk the fine line between highlighting the most interesting takeaways to engage readers on the landing page and sharing too much up front.
Project Results
view-to-download conversion rate
average net new contact rate
*Based on enterprise customer data from 2021-2022.
OUR APPROACH
Data storytelling and content strategy
How can you take hundreds of data points and distill them into an engaging piece of content with actionable steps for HR and talent management professionals? Through data storytelling.
It’s one thing to data dump a bunch of numbers into a document and call it a report. It’s another thing entirely to add cultural and societal context, show expertise, and present insights from industry leaders in a well designed, easy to understand document.
For this report, we explored Lightcast’s wealth of data to find trends. The report is full of conversion and augmentation opportunities: CTAs, internal links, actionable checklists, charts ready to be shared on social media, press-ready headlines, and more.
Leveraging report content toward social and website traffic
To make the most of the valuable report content, we spun out the findings to creative for social media ads, an interactive landing page featuring the juiciest data, and an optimized launch blog post to promote the report.
The Results
Killer engagement rates and YoY improvement
After implementing strategic conversion-focused changes and elevating this report into a more comprehensive, actionable guide, it became a much stronger campaign. And, by designing the landing page for conversion while also including SEO best practices, the overall campaign served multiple marketing team goals.
The Talent Playbook campaign outperformed lead generation goals and converted more viewers in the first month than the previous year altogether.
“Datalily’s strategic expertise helped us beat the entire previous year’s campaign results in the first month after launch.”
