IBM: Jacqueline Saenz-Carter, Program Director, Editorial and Content Marketing
Content hub: THINK Marketing, ibm.com/think/marketing
Target audience: Senior-level marketers
Goals: Providing senior-level marketers with valuable, informative thought leadership content
Publishing cadence: 3 – 4 pieces per day
How they established that cadence
IBM’s publishing strategy evolved over time. When Saenz-Carter and her team launched THINK Marketing in September 2016, they focused on building a depth of content across their key pillars with the goals of driving traffic and awareness.
“During that period, we published an average of 10 to 12 content pieces per day,” says Saenz-Carter.
It was a mix of original blog posts on mobile, personalization, and digital marketing, as well as infographics, video snippets, and cross-IBM content that highlighted the company’s cognitive solution areas. They also published licensed content and IBM Business Partner content.
Three months after launch, the team evolved its publishing cadence. Their goal was to continue building a depth of thought leadership content.
“Now that the original content foundation was set, we reduced our publishing schedule to six to seven strategic content pieces per day,” says Saenz-Carter. “We saw what our readers were interested in and tried to deliver more of that content.”
Educational content was the highest performing: how-to guides, cross-marketing pieces, articles and infographics about technology that marketers could use to better reach their customers and business goals.
More recently, the IBM team adjusted its publishing cadence to three to four pieces per day.
“That content still is a mix of blog posts and cross-IBM content, but each piece has much higher standards for relevancy and strategic alliance to the topics of interest,” says Saenz-Carter.
How they leverage content to meet goals
IBM’s editorial and distribution activities are focused on its goal of delivering senior-level marketers with informative, valuable content.
To produce the content, the team leverages a mix of internal writers, as well as influencers, partners, and external writers. All have subject matter expertise.
“While my immediate team has traditionally kept the calendaring, the core team of content members tends to be three managers, working closely with our NewsCred team,” says Saenz-Carter. “I brainstorm with my fellow strategy team members for timing, topic areas, and so forth. We work together to determine relevant topics, based on what interest areas there are in the market and what topic areas we have to talk about.”
For distribution, they partner closely with their social media team.
“They’re the experts in the field of knowing and understanding marketers,” says Saenz-Carter.