Case Study: DebtX Integrated Content Marketing


As a core element of DebtX’s marketing initiative, the company wanted to develop the most effective online strategies to attract new potential customers, convert them into leads and promote it’s new product, DXScore®. DXScore ( is a credit rating system for commercial real estate loans that measure risk independent of contractual interest rate and market required yield. DXScore is positioned as “The Definitive Credit Rating System for Commercial Real Estate Loans”, and is marketed to commercial real estate lenders, portfolio managers and government regulators. Understanding the challenges of effectively reaching such a diverse target audience for the launch of its new product, DebtX was seeking an agency to produce it’s content marketing strategy and program from strategic development to implementation, and chose Blue Wave Marketing.


Our Blue Wave Marketing consultants brought their expertise and in-depth knowledge of content marketing to DebtX to create an integrated content marketing program for the launch and promotion of DXScore. Leveraging the Hubspot platform, Blue Wave developed a comprehensive content strategy for DebtX to increase engagement, attract target customers to its website and convert those visitors into leads using landing pages with offers. Content was created to fuel this effort, including the creation of: eBooks; white paper; videos; blog page; an interactive tool; and more. The content strategy, enhanced by integrated email marketing efforts, dramatically increased visitors to the DebtX website, improved SEO, and generated new leads.

The program encompassed

  • The development of a detailed content marketing strategy and plan for DXScore
  • The implementation of the Hubspot inbound marketing platform
  • Integration of the Hubspot platform & website
  • Keyword analysis and SEO strategies
  • Creation of a variety of multimedia content assets, including: videos; ebooks; infographics; blog page; and more.
  • Development and creation of calls-to-action, landing pages and forms
  • Weekly tracking, measuring and reporting on the results of the content marketing initiatives

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