Exploring the business problem

A need to tell the story

The Cloud Design team at IBM was looking for opportunities to share their work, stories, and achievements. Leadership was looking to highlight their team for internal company stakeholders, as well as stand out among competitors externally. There was no existing function for team communications or public relations, so my work was cut out for me.

Understanding the target audience

A huge opportunity for direction and definition

• The team consisted of UX designers, researchers, and writers, many of whom had stories and work they wanted to share, but didn’t know how to start doing so
• Leadership had a high-level vision for what they wanted outcomes to look like, but no goals, metrics, or other specifics attached to the success of the role

Content marketing at scale

I scaled a content marketing strategy by first writing, editing, and publishing thought leadership content in partnership with team and executive members. I then looked for opportunities to reuse the published content across channels and platforms, as well as create processes and templates to be used across the team to create content on their own.

Content marketing at scale

The Cloud design team of 300 people was introduced to a framework and system on how to share and promote their work where one a process didn’t exist before. At least 10% of the team published a though piece for the first time, using the templates and frameworks I had provided. Our team’s publication efforts were mentioned by other executive leadership on a larger Cloud All-Hands call.