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 content that succeeded in both engaging and educating sellers.
What good is a great piece of content if your sales and marketing teams struggle to ? Whether your content is a white paper, a video or an infographic, sellers and marketers need a bit of help using it to engage customers and develop leads. Our IBM marketing client faced that challenge on a global scale.
We came up with a novel way to create and package all the supporting pieces it takes to push a piece of content out to the marketplace—in a single pass, delivered in a single zip file ready for use by local teams. Our “asset surround” package includes email copy that sellers can use to tell clients about a new white paper, that 50-word copy block for content syndication, an HTML-formatted email for outbound demand generation marketing, registration page copy and graphics, and more.
Partnering with IBM to deliver a turnkey solution, we also dedicated a talented creative team and developed a highly efficient workstream for getting it done at high volume—up to 20 packages a quarter. The result is a hands-off solution that helps our client focus on pipeline, not production.