Resources  >> Content Marketing Done Right

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  October 23, 2012

Content Marketing Done Right

Back in July, I posted key findings from the 2012 IBM CEO study.  Let’s return there and explore another angle:  how IBM uses this report as part of an overall content marketing campaign.

I posted key findings back in July, so we won’t cover that ground again.  Instead, click here and focus your attention on three killer tactics:

  • How IBM used four infographics to focus their findings.  These designs look simple and clean.  Folks, we can do this!
  • Check out the industry perspectives.  IBM took their findings and drilled down. This tactic plays big in the game of establishing relevancy.
  • Look at the leverage.  This page shows all the ways the findings are being used.  Video, study events, case studies, infographics.

The strategy here:  the report is a springboard to further discussion and collaboration.  Are you doing that with your content?  Or are we just throwing stuff out there and seeing what sticks?

Yes, IBM is big.  It’s true, we don’t have their resources.  And…these best practices can work on a smaller scale.  Use this link as a great case study and ask yourself:  what changes can I make to my content marketing?


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.