Developing and delivering a high-impact thought leadership content program for a major tech firm

The client is the healthcare division of one of the major global technology brands and a leader in AI and cognitive computing solutions.

Background

The client was looking to increase market visibility with a thought leadership content strategy, specifically in applying advanced analytics tools and methodologies to high-impact functions and use cases such as population health management. Although there was an ongoing content development initiative within the organization, the efforts were not co-ordinated among various groups and were not aligned to the corporate branding and messaging strategy. Damo Consulting was engaged to assess thought leadership content quality and perform a content audit for analytics offerings, and develop a framework for content development as well as support the ongoing content development work

Approach & Results

Starting with an assessment of a sample of recent content assets (blogs, white papers, case studies) from published content on the company’s website, the Damo Consulting team worked with the extended marketing, sales and offering management teams to map content assets to buyer persona in a typical buyer journey for the company’s offerings. The content was also categorized based on the different stages of the buying cycle as well as well as targeted channels for dissemination of the content for maximum impact. The content quality assessment included a set of content attributes such as word count, readability, structure, tone and consistency, resulting in a set of recommendations to improve content quality and consistency and map the content to specific personas and stages in the buyer journey. The engagement also required Damo Consulting to deliver 45 content assets over a nine-month period. We also helped the client launch a podcast series to feature senior leaders in the business discussing trends and best practices in advanced analytics applied to healthcare.