Attunity drives engagement with digital content-creation

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Data integration company Attunity had a solid social start, producing two or three webinars a month and the same number of optimized news releases, along with an engaged LinkedIn community of 1,300 members. But the company wanted to do more, driving social engagement with a stronger focus on content. Beginning last December, Attunity contracted with an outside writer to develop e-books and white papers. A blog was established, with each white paper supplying three to five blog-post topics. As the white papers came online, Attunity was able to increase its blog postings to twice a week, on Tuesdays and Thursdays. Meanwhile, the company extended its social participation to Facebook, Twitter and YouTube, and overhauled its website messaging and landing pages to be more engaging and less IT-focused. Clearly defined calls to action were added, and registration forms were minimized to boost conversions. These small steps produced good results quickly. From its debut until this February, website traffic increased by almost 10%, with page views up more than 15%. Encouraged, the company plans to produce more videos explaining its products and featuring customer testimonials. It also plans to more actively engage with blog commenters and forums participants.
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