The challenge

Our initial brief was to review and improve content marketing capability for the Business Services division of this global telecommunications business. That brief extended considerably to include business-wide process change and procurement of content marketing platform.

What we delivered

• Content marketing process and collateral audit and capability building diagnostics, gap analysis, maturity models and performance improvement action plan.

• Content marketing best practice, design, process management, distribution and performance measurement workshops.

• Core content marketing, content management and reporting process design, user and management roles and responsibilities.

• Development of 'content marketing' transformation strategy.

• Development of business-wide Requirements Specification and RFP process, design of evaluation criteria and proposition review templates, management of vendor submissions, vendor function, feature, service and contract review, vendor pricing review, prioritisation of propositions from short-list vendors from Europe and USA.

• Development of 'whole cost model', cost benefit and multi-year ROI analysis and business case for CMO.

Key take-aways

• Support of complete journey from content marketing diagnostics, gap analysis and process design to procurement and implementation of a business-wide content marketing platform.