Content Marketing Today

Content Marketing Creates a Blockbuster Product launch for MindJet

In early 2007, MindJet was ready to launch the version 7.0 of its flagship product, MindManager. The biggest challenge is that relatively few analysts or media professionals are familiar with the concept of mind mapping, not to mention the product, MindManager.

Lisa Arthur, CMO, decided to create a precisely targeted mind map that would be truly relevant to the reporters and to the analysts to whom they would present. Rather than using a PowerPoint as a billion bullet points, she developed a mind map that was all about how to write an article in the world of web 2.0 . For example, the map showed how to use and RSS feed to stay current on topics related to mind mapping. In fact the map contains two live links to RSS feed tools on the web. The mind map is chock full of put-it-to-work now tips, resources, and how-to’s.

The genius of this strategy: It made mind mapping not just understandable but truly relevant to jaded and skeptical reporters & analysts who have suffered through thousands of never-ending PowerPoint presentations. Although the targeted mind map was used for in-person presentations, it is also available for reporters over the Internet.

Did it work? Absolutely! MindJet received more than 4000 blog links and 232 medium mentions. Perhaps most importantly, there are now hundreds of reporters around the world who understand what mind mapping is all about—and why mind manager is such a powerful product. Almost certainly, MindJet won some converts among reporters who are actually leveraging MindManager to improve their productivity.

It’s worth noting that MindJet uses content marketing extensively to grow its sales because word of mouth is the single most important factor in the success of its products.

To learn more about their complete content marketing strategy, click here.

To learn what mindmapping is all about, click here.