How Penton’s Newest Program Is Driving Deep User Engagement
Connecting the people you serve.
We recently launched IdeaXchange, a new idea-sharing program, at Penton. It’s a platform that connects business decision-makers with industry experts through our trusted brands across our five core sectors—agriculture, transportation, natural products and food, infrastructure, and design and manufacturing. In a nutshell, we’re connecting the professionals served by Penton to spark dialogue and provide insights on topics that impact their business.
How does it work?
Well-known and inspirational industry leaders—we’ve dubbed them Xperts—regularly post brief, conversational, personal and provocative thoughts directed at users of our 70-plus sites. And users engage in a dialogue with these selected and vetted Xperts to discuss trends, news, insights and much more.
Ultimately, it gives our brands a way to create deeper connections with our professional users. In addition to our rich content, IdeaXchange enables users to get more value from our sites. Plus, users can easily insert themselves into peer-to-peer conversations that matter to them.
How do marketers benefit?
IdeaXchange opens up safe and controlled thought-leader social communities within our trusted environments, allowing customers and marketers to align their brands with relevant content.
For example, a large industrial company might need to broaden corporate brand awareness in order to expand product offerings into new sectors. They could choose IdeaXchange, which cuts across all 16 million Penton users and brings sector-specific context to drive deep user engagement. The company inserts their brand into focused vertical industry dialogues to enhance credibility.
Is it working?
We’ve built a robust body of more than 130 respected contributors, including some of the more than 4.2 million business owners and CEOs that make up our user base. A few Xperts include: Tom Tolworthy, president and CEO, Twinlab; John Sloan, vice chairman, Allegiance Capital; and Todd Thibodeaux, president and CEO, CompTIA.
Our metrics show a significant increase in deep user engagement. Users visit IdeaXchange authors profile five-times as often as with a traditional author. And users are up to eight-times more likely to comment on provocative IdeaXchange posts than with standard content.