The first step was an extensive 5-day deep dive where Mahlab met with key Salesforce stakeholders across each line of business to understand business goals and audience needs. We also conducted a content and social audit, which identified Salesforce’s ANZ blog was very product focused and needed to move to an audience-first approach.
Working alongside, and often inside the key departments of Salesforce, we developed and implemented an always-on blog and distribution strategy to entice and engage audiences.
Audiences are segmented in 6 lines of business and 5 industries. We’ve created a content structure aligned to business objectives and all 7 content pillars ladder up to Salesforce’s four core values (Trust, customer success, innovation and equality).
Salesforce now runs like a brand newsroom, posting almost daily on the ANZ blog with a range of different content formats (blogs, infographics, videos, reports).