Maximizing Demand Generation with O’Reilly Content on InfoQ
Learn how DoIT leveraged O'Reilly eBooks on InfoQ.com to build a steady pipeline of high-quality leads.
Overview DoiT, a cloud optimization and engineering solutions provider, sought to enhance its demand generation efforts by leveraging high-value technical content. Partnering with O’Reilly and distributing content through InfoQ enabled DoiT to attract highly qualified leads, engage senior software influencers, and position itself as a thought leader in the industry.
The Challenge DoiT needed authoritative, long-form technical content to drive demand generation campaigns but lacked the internal resources to develop such content at scale. Additionally, they required a distribution channel that would effectively reach their target audience of senior software engineers and technical decision-makers.
The Solution: Partnering with O’Reilly and InfoQ DoiT turned to O’Reilly for high-quality technical eBooks and reports, leveraging them as gated assets in their marketing efforts. To maximize their reach and engagement, DoiT distributed this content through InfoQ’s native digital advertising and syndication programs.
By utilizing O’Reilly content on InfoQ, DoiT was able to:
Offer high-value gated content that resonated with their technical audience.
Leverage O’Reilly’s strong brand recognition to encourage lead generation.
Align follow-up messaging with the specific interests of prospects based on the content they engaged with.
Performance & Results DoiT’s InfoQ campaigns featuring O’Reilly content consistently delivered strong performance metrics:
High Engagement: Click-through rates (CTR) on O’Reilly content were consistently strong within InfoQ campaigns.
Effective Lead Generation: Senior software influencers and technical decision-makers were more likely to fill out lead forms for O’Reilly eBooks compared to other content types.
Proven ROI: DoiT has now sponsored five O’Reilly books, recognizing their continued effectiveness as demand generation assets.
Why O’Reilly Content? DoiT originally explored third-party content solutions for demand generation and tested multiple providers. O’Reilly content outperformed other vendors in both engagement and lead quality. Internally, DoiT engineers were already familiar with and valued O’Reilly books, reinforcing the decision to use them in marketing campaigns.
Additionally, producing similar long-form technical content in-house would have required significant time and resources. By sponsoring O’Reilly content, DoiT was able to focus its internal team on creating complementary content such as blogs, podcasts, and case studies.
Why InfoQ? InfoQ’s audience of senior software influencers and technical decision-makers provided the perfect distribution channel for O’Reilly content.
Targeted Reach: InfoQ campaigns allowed DoiT to connect with the ‘right’ audience.
Lead Quality: InfoQ consistently delivered prospects interested in technical content, aligning with DoiT’s ideal customer profile.
Brand Awareness & Conversion: While initially viewed as a brand awareness channel, InfoQ has proven to be a valuable lead generation source for DoiT, delivering a steady flow of high-quality leads.
Best Practices & Key Takeaways
Leverage Recognized Content: Using well-known technical resources like O’Reilly books increases engagement and lead capture rates.
Align Content with Audience Needs: InfoQ’s audience highly values technical depth, making O’Reilly content an ideal asset.
Monitor Performance & Refresh Content: DoiT typically sponsors O’Reilly books for 4-8 months, ensuring content remains fresh and relevant.
Combine Content with Targeted Distribution: High-quality content paired with the right platform maximizes ROI.
Conclusion By leveraging O’Reilly’s trusted technical content within InfoQ’s high-value audience, DoiT successfully enhanced its demand generation strategy. The partnership not only strengthened brand awareness but also delivered a consistent pipeline of qualified leads, making InfoQ a key component of DoiT’s marketing success.
For organizations seeking to engage senior technical audiences, sponsoring O’Reilly content and utilizing InfoQ’s targeted distribution channels offers a proven path to impactful demand generation.
“We’ve found that InfoQ’s audience of senior software influencers and technical decision makers respond well to technical content. This audience already recognizes the O’Reilly brand, and are willing to fill out a form to get a high-quality resource. This is a great way for us to introduce the DoiT brand to new prospects.”
-Jennifer Janes - Senior Demand Generation Marketing Manager
Supercharge Your Demand Generation with O’Reilly Content on InfoQ
Looking to connect with senior software engineers, architects, and decision-makers? Discover how O’Reilly’s expert content creation and InfoQ’s highly engaged technical audience can help you drive brand awareness and maximize demand generation.
Let’s talk! Connect with Sharon Cordesse (scordesse@oreilly.com) and Bethany Vananda (Bethany.Vananda@c4media.com) to explore how this partnership can elevate your marketing strategy. Schedule a time to chat today!