Seven years operating a massive content machine.

Ipsos is one of the world’s largest and best know market intelligence and consumer research firms. With over 15,000 employees in over 80 countries, the company delivers insights and content to many of the world’s top brands and media groups.

When you work for one of the world’s largest market and consumer research firms, you get two invaluable content tools: data and stories.

The Beginning

My career as a content marketer really took off when I started at Ipsos in 2007. At the time, the company was on a significant growth trajectory, acquiring smaller and specialized research firms along the way. But ultimately, the firm offered five areas of research expertise: public opinion, marketing science, customer loyalty, brand and advertising, and media consumption.

Each one offered an enormous opportunity for gathering data, telling stories, and creating meaningful content that influenced decision-makers and made headlines.

The Machine

Ipsos’ marketing team for North America is based in Vancouver and is an extraordinarily well-oiled content machine. With about a dozen members, the team produced, designed, distributed, and measured performance on a shocking number of content pieces each month.

• Public and media releases were a major component of the strategy and usually one or two were issued each week.

• On average, one white paper or in-depth research piece was produced per month.

• Two or three email campaigns were issued per week.

• A targeted webinar was hosted every three weeks or so.

• Two significant client newsletters were issued every month.

• And with that, at least one product video was created for the newsletter and featured in social media.

And that just a snapshot of the regular activities. There were many special projects ranging from website overhauls, to in-person client events, to special features on major elections in Canada and the United States.

The Result

After seven years, I moved on from Ipsos in 2014, armed with an enormous amount of content creation, distribution, and measurement experience

I also left a better writer, with stronger organizational skills, a clearer vision of what I am capable of, and a greater focus on what I can do: My name is Tim Travis and I know content marketing.

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