Did you know that 45% of CXOs report that thought leadership directly contributes to closing deals? Additionally, companies publishing 16+ blog posts per month attract nearly 3.5X more traffic and generate 4.5X more leads than those with fewer posts.

IBM sought to create a unified, enterprise-wide thought leadership platform to consolidate SEO traffic across its global business units, reinforcing its position as a leader in AI and cloud technology.

Based on IBM’s 1935 content marketing magazine, Think, we unified efforts across PR, Events, Brand, Marketing, Digital, and Comms. We wanted a unique user experience so we created a content platform of playlists that serve content the same way Spotify serves up music so the 130,000 consultants had a seamless mechanism to produce and distribute thought leadership to their networks. The editorial strategy was based on archetypes and each archetype–The Maker, The Disruptor–were categorized by topics and conversations.

Based on IBM’s 1935 content marketing magazine, Think, we unified efforts across PR, Events, Brand, Marketing, Digital, and Comms. We wanted a unique user experience so we created a content platform of playlists that serve content the same way Spotify serves up music so the 130,000 consultants had a seamless mechanism to produce and distribute thought leadership to their networks. The editorial strategy was based on archetypes and each archetype–The Maker, The Disruptor–were categorized by topics and conversations.

Since launching the article templates, IBM experienced a 300% increase in article engagement and a 68% reduction in bounce rate. More importantly, this strategy transformed IBM’s content from static blog posts into a dynamic, must-watch experience. The content was no longer just information—it became part of the audience’s journey, continuously engaging and resonating with them, reflecting IBM's leadership in AI and cloud, while simultaneously shaping the broader conversation around technology and innovation.

IBM’s thought leadership platform became a cultural force, positioning the brand as a trendsetter in a sea of noise, adapting to the needs of its audience by offering storytelling, personalization, and ongoing engagement—truly embodying the concept of a watchable brand.