IBM

Why IBM’s content strategy hits the mark

Content marketing can be a tricky area for brands whose products or services are not traditionally seen as ‘sexy.’ But IBM has turned that idea on its head and produced some of the most exciting content I’ve seen in any industry.   

In this post I’m going to take a look at some of the best examples of IBM’s content, and why I think this company’s strategy is so effective.

12 terrific Tumblrs for brand inspiration

A few weeks ago, I said goodbye to my 34 year-old self with the last high-five I’ll ever be legally allowed to give, and begrudgingly shook the age of 35 by the hand with a firm and mature grip.

It was a defining moment that also saw me exit the average user age of some of my favourite social networks (although for Snapchat I was already 15 years too late).

ibm-logo

IBM on its agile marketing strategy: the theory and the practice

I have written a lot about the opportunities of adopting an agile marketing approach.

However, it is quite hard to find many examples of this being practiced yet, particularly at any kind of scale, and even more particularly by organisations that are not start-ups. IBM is one such example and it is great to see B2B marketing leading the way here. 

Ben Edwards is VP, Global Communications & Digital Marketing at IBM. He leads the company’s global communications function, global advertising & media, brand strategy & design, digital strategy and IBM Marketing Labs.

Following is a transcript of an interview I did with him to understand IBM’s thinking around agile marketing and how this is playing out in practice.