Accelerating the
Industrial Internet of Things

IBM Builds Brand and Boosts Results through B2B Content Marketing

IBM Builds Brand and Boosts Results through B2B Content Marketing

IBM IBM
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OVERVIEW

IBM's challenge was to reach and engage IT professionals at midsize businesses and demonstrate its relevance to the marketplace. IBM sought to be top of mind as a problem solver and solution provider with affordable, easy-to-implement solutions for companies that lack extensive IT staffs and sophisticated infrastructure environments.

Midsize businesses

IBM selected agency partner Digital Influence Group to provide planning, development and implementation of MidsizeInsider.com as well as overall strategic guidance to IBM for cultivating awareness and preference among mid-market technology professionals.

IBM also selected Skyword's Content Production Platform and advisory services to assist in managing all aspects of the content marketing process:

• Strategic topic selection based upon IBM's objectives and prospective customer interests and pain points;

• Writer recruitment and management, supported by Skyword's pool of 20,000+ professional freelance writers;

• Comprehensive SaaS platform for content strategy, content development, content production and optimization for search and social promotion, and measurement and analytics;

• In-depth content intelligence for identifying the information IBM's target audience values to improve content offerings.

IOT
Mature (technology has been on the market for > 5 years)
QUANTITATIVE BENEFIT

 2,900+ articles created.

 

68+ writer relationships.

 16,000+ shares of program content.

IOT SNAPSHOT
The IoT ONE Radar indicates the mix of hardware, software and services used in an IoT solution.
Hardware
Software
IoT analytics includes real-time or edge computing and batch analysis. Analytics can be behavioral, descriptive, predictive, or prescriptive.
Visualization solutions use dashboards, alerts, events, maps, and other tools to present easily comprehensible data to end users.
Data management solutions capture, index and store data in traditional database, cloud platforms, and fog systems for future use.
Services
System integrators link IoT component subsystems, customize solutions, and ensure that IoT systems communicate with existing operational systems.
IoT data management consultancies help to make sense of big data, decide which data to maintain and for how long, and troubleshoot IT issues.
IoT hardware consultancies provide services such as solution specification, product design, connectivity setup, and partner identification.
IoT software consultancies support the development of data analytics, visualization solutions, and platforms, as well as integration into embedded systems.
Examples of business consulting services include go-to-market design and execution, business model development, channel development, and corporate M&A.
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