Nutanix Content Center ‘The Outlook’ Wins Awards For Massive Growth

It's a constant reminder that there is so much noise. We could never break through.

Yet, there are many amazing examples of businesses that have seen incredible growth in website traffic through their consistent editorial content and their strategic thought leadership.

An audience will always be attracted to quality news, information, or stories. Even in today's highly competitive environment, there is no denying the importance of quality news and information. Continue reading to learn how one company is experiencing massive growth and winning awards while gaining ground within the highly competitive technology sector.

An Introduction to The Future by Nutanix

Uncertainty and change are constant threats to our safety. We feel the need to find insights and information that will help us take control of the present and shape the future.

The Forecast was created by Nutanix in 2019 to provide news about cloud computing, technology trends, and the impact technology has on people and businesses.

According to Jennifer Massaro (senior director of Public Relations, executive director of The Forecast), Nutanix had to find effective ways to raise its profile as mainstream media continues to shrink, and tech press focuses primarily on the largest companies.

Massaro stated that there are many great stories from the intersection between technology innovation and human experience. “The Forecast allows us to authentically chronicle the times and define trends. We also interview leaders and change-makers from different industries.

Ken Kaplan is the Editor-in-Chief at The Forecast. He focuses on IT decision-makers, investors, and IT professionals looking to make a career out of IT.

Kaplan stated that “The Forecast” reports on digital transformation as well as the people using modern technology to transform our world. We want to help readers overcome their fears and anxieties about cloud computing's huge impact on business, industry, and daily life. Leaders can learn more about these technologies and their workings to help them build a better future.

This site uses editorial best practices to engage readers. It sets itself apart by authentic journalistic storytelling. By taking an industry insider's view, profiling innovative people and sharing thought leadership insights, it reports on the latest trends in digital transformation and enterprise cloud revolution.

The Forecast uses social media, organic search engine optimization and newsletters to grow a targeted audience.

The Forecast is designed to increase awareness of the Nutanix brand, as well as reach new and existing audiences beyond traditional PR and demand generation marketing.

The Forecast also allows Nutanix optimize digital marketing efforts (leads), by retargeting demand generation offers to Forecast visitors.

Ben Gibson, Nutanix CMO and VP Corporate Communications Tonya Chin and Massaro came up with the initial idea and business direction of an editorial-driven news website. Kaplan was responsible for the design and the creation of the editorial strategy. The news site launched in May 2019.

The Forecast Delivers Business Growth

The Forecast has attracted almost 200,000 unique visitors over the past four quarters (137% YoY), and more than 365,000 page views (137%).

Organic search has increased from 14 to 19%. This means that readers are now looking for Forecast content. The overall organic readership has risen to nearly 35%. Over 360,000 Tech Barometer podcast segments have been downloaded (iTunes SoundCloud Spotify), (200% YoY). Each week the site publishes three to five new stories.

Although paid content promotion is still an option, organic search traffic has increased exponentially.

Source: SEMRush

The site has been ranked for important keywords. Forecast ranks on the first page of 257 keywords and the first page of 357 keywords. It also ranks in the top 100 rankings for 5,675 keywords. This is all from a website that was not available 18 months ago.

Source: SEMRush

The Forecast is actually the fastest-growing content platform in marketing. Through strong editorial focus on thought-leadership, it is attracting engaged audiences.

We worked with Nutanix to create a content marketing strategy and a roadmap to success in May 2019. This includes weekly content and paid promotion. They are currently seeing an 80% decrease in CPC (Cost per Click) and a more than 300% increase CTR (click-through rate) than the industry average.

Industry Recognition Gained by

This growth led me to submit The Forecast for multiple awards this summer. The Forecast was named a finalist in the 2020 Content Marketing Award for Best Overall Editorial and Best B2B Branded Content.

These awards brought the industry total to seven, which included Regan PR, Bulldog Reporter and two finalist PR News Awards.

It is attracting attention inside and outside of the company. It's helping Nutanix increase its visibility among industry leaders and beyond.

Dheeraj Pandey, Nutanix founder and CMO Ben Gibson actively participate in the content. They link Ken Kaplan, the Editor-in Chief, with experts and executives from the company and outside.

The Forecast has access to this information, which allows them to transform thought leadership into engaging articles. Ken was invited to share his experiences with industry experts and social channel conversation participants.

Profile of Technology Leaders

The Forecast interviewed hundreds of Nutanix customers and partners since the COVID-19 pandemic.

This site offers insights into IT innovations in various industries including education, finance, food, and retail. It also displays how tech innovation has an impact on IT careers.

The site will publish podcasts and articles about customer and partner issues for the next year. These stories, together with tech explainers and business and tech trends stories, help readers focus on the future.

Massaro stated, “We are thrilled to see The Forecast grow” and be acknowledged for our groundbreaking work. It's an invaluable service to the IIT sector and a bright feather for Nutanix.

The Forecast is designed to increase awareness of the Nutanix brand, as well as reach new and existing audiences beyond traditional PR and demand generation marketing. By including advertisements and links in articles, the news site brings new audiences to demand generation and marketing campaigns.

Massaro stated that high-quality storytelling is key to success. It should appeal to IT decision-makers, geeks, and influencers. “We have built an engaging website and we are determined to grow our audience insights, journalistic instincts, and powerful publishing platform.

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