Can content marketing work for an internal corporate audience?
You bet it can.
When IBM wanted its 30,000+ sellers to step up their game with both existing and potential C-suite clients around the world, we helped them get the job done with a content-based opt-in communications strategy.
We started by building an internal thought leadership content engine. And over the next several years we went on to develop and manage an active online community offering sales enablement for more than 11,000 organically acquired members.
Partnering with IBM at every step, our role expanded from producing a dozen white papers a year to developing a sophisticated web-based content delivery system, building and managing an IBM Connections® community and producing a rich library of relevant curated content that succeeded in both engaging and educating sellers.