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Using content to communicate purpose and deliver performance

Key objectives

Propel the Salesforce brand in APAC as the #1 CRM, #1 Best Place to Work and a brand that has a purpose beyond profit. To achieve this, we needed to:

  • Increase organic reach of Salesforce blog content
  • Increase engagement on social media 
  • Develop the profile of senior executives
  • Drive awareness of, and registration to, key events
  • Drive leads via downloads of priority assets

Our approach

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).

The outcome

  • 419% increase in ANZ blog visits    
  • 2204% increase in EDM subscribers 
  • 8560% increase in form fills to download primary assets
  • 184% increase social media audience
  • Content driving event registration

Links:

Salesforce APAC blog

ABC to VTO video

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