Think of thought leadership differently, as there is a need to cut through the clutter of internal comms at IBM to inform and educate our content practitioners and those adjacent to them; so we are collectively making and deploying better content.
We created a talk show designed to engage and educate our internal IBM audience by capturing them outside our traditional internal comms channels. Our mission is to tell stories that matter to our clients, to our brand and to the world while evolving the B2B content industry. In The Content Cantina, our Head of Content, George Hammer, hosted key IBM executives and industry influencers in a green-screened Lego + Star Wars inspired bar. They discussed content marketing principles in general, as well as, how Content interacts with other functions at IBM.
We evolved our distribution strategy to be LINKEDIN focused,because at first we weren't finding scale with our traditional internal channels.
Our Linkedin post engagement rate increased 130% over our average, and searches for our content about "Content Marketing" are up over 100%.
The industry is recognizing our thought leadership with invites to speak at keynote events like Cannes and Sundance as well as nearly 20 industry awards for innovation and content in the last year.
The campaigns that have deployed our best practices and thought leadership have resulted in 23% increase in ROI and over $5B in revenue leads.