When your company is undergoing a major transformation from a products-based business to one focused on services and solutions, your content marketing strategy better be prepared to deliver the education goods.
For Ryan Petersen, senior manager for content marketing at CDW, it means managing a seven-person team, plus a large network of freelancers and internal experts, all aligned to one mission: “How do we pass along value? You don’t have to hit the customer over the head with the brand. It’s really about being useful to customers.”
Being useful translates to publishing five magazines — each targeted to an important CDW customer segment — while producing a broad range of “solutions” oriented pieces such as white papers and technology guides.
For the upcoming content teams white paper, Ryan will contribute insights on:
- Pivoting from producing traditional catalogs to content-rich magazines
- Hiring for storytelling skills
- Overcoming silos to create and distribute effective content
- Encouraging a culture of experimentation
Contact me if you’d like to add your story to the content teams white paper.