Access Group turned to Tank to build the audience at the top of its HR technology sales funnel.

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Our content specialists devised a campaign strategy to combine a resource hub, data capture and thought-leadership PR to link back to the content.

Taking an existing presentation, ‘Becoming a Destination Employer’, Tank transformed the content into a gated downloadable asset, themed around a travel guide book.

Small sections of the guide were then turned into feature synopses and press releases to whet the appetite of key HR and people management media types.

Ultimately, the programme of content was designed to solve audience pain points, nurturing them through the research process until they were ready to have a
conversation with Access.

We achieved just what we set out to, and more.

Working across multiple divisions, Tank was tasked to support its teams up against industry-specific software providers to drive quality relevant links into specific subfolders of the Access domain to allow each division to build their own brand and receive their fair share of the pie in organic search.

Campaign content has been hosted across /education, /legal and more to drive the number of referring domains into the heart of the site and drive equity to products across its portfolio.