CREATION OF IBM'S GLOBAL THOUGHT LEADERSHIP + EDITORIAL WEBSITE

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CHALLENGE

Did you know that 45% of CXO's say that thought leadership helped close deals? And that companies that published 16+ blog posts per month got nearly 3.5X more traffic and 4.5X more leads than companies that published between 0-4 monthly posts? IBM wanted to create an enterprise thought leadership platform across the organization and geographies to unify all SEO traffic and business units–ONE IBM–that would increase demand gen and foment IBM as a leader in AI and cloud.

SOLUTION

Based on IBM’s 1935 content marketing magazine, Think, we unified efforts across PR, Events, Brand, Marketing, Digital, and Comms. We wanted a unique user experience so we created a content platform of playlists that serve content the same way Spotify serves up music so the 130,000 consultants had a seamless mechanism to produce and distribute thought leadership to their networks. The editorial strategy was based on archetypes and each archetype–The Maker, The Disruptor–were categorized by topics and conversations.