Making content marketing work harder for Autodesk

The client 

Autodesk is one of the largest software developers in the world. Striving to deliver efficiency gains across the built environment, manufacturing, and entertainment, Autodesk software is central to the workflows of myriad businesses operating in diverse industries. And the team is dedicated to supporting clients through digital transformation.

Users of Revit and Inventor, Autodesk customer Mivan is a leader in luxury fit-outs for hotels and yachts. From One Hyde Park to the Allure of the Seas, Northern Ireland-based Mivan has some impressive projects in its portfolio. After spending most of its history working with 2D design — be that on paper or on screen — the team was keen to move to a full 3D process and better align with their own customers’ goals. The company’s journey has been pivotal to its growing success, and Autodesk wanted to celebrate their partnership.

The brief 

Grammatik has worked with Autodesk for many years, creating content to cover digital transformation workshops and customer stories along with ebooks. So when the team asked us to film a short customer success video featuring Mivan, we wanted to show how it’s possible to make content marketing work harder.

Content is the backbone of all marketing strategies. Without it, there’s nothing to communicate to end users and potential customers. And we know from experience that it can be a time-consuming undertaking to create a custom video.

The strategy

Grammatik proposed an approach that would deliver maximum return on investment for Autodesk’s marketing spend. Typically, customer success videos feature talking heads from end users who need interviewing or prompting along the way. We took this requirement and expanded it, recommending that we shoot two additional angles and capture full interviews with the Mivan team. This, in turn, could be turned into more than just an overview video. We could make content marketing work harder and provide Autodesk with full interviews from each subject along with an overview. We also provided SRT transcription files for each video, all of which are now live on the Mivan page of the Autodesk website.

To give the Autodesk sales team even more assets to work with, we reference the audio recordings of the Mivan interviews to write a four-page customer case study PDF — something that can be sent out via an email campaign or given to prospects ahead of meetings as a useful lead generation tool.

Building on the video content, Autodesk asked for social media cut-downs to be used on LinkedIn and Instagram — squeezing more content out of a single video shoot.

The results

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