Content Strategist
Employee Engagement initiatives
As a content strategist with IBM’s global executive communications team, I was tasked with creating major campaigns to engage and educate IBMers on key company initiatives. In this role, I focused on user experience to avoid cognitive overload, employing storytelling techniques to explain the purpose, benefit and impact of various programs.
IBMer News
Challenge: The Chief Communications Officer wanted a weekly communication to connect IBMers across the enterprise. He asked the team to create an all-employee newsletter that engaged, informed and ultimately would increase employee’s understanding of key enterprise strategies.
My role: Lead strategist and writer
Skills required
•Content strategy and creation: Devised a newsletter format that highlights relevant strategies, client work and news in a concise, crisp style. Summarized need-to-know information and provided links to go deeper. A news quiz further encouraged people to go beyond the headlines to learn more.
•Content calendar management: I identified key communications strategists from business units and geographies companywide and led a weekly meeting to gather pitches. I set up an end-to-end process that allowed the team to curate featured stories, get story approval from the CCO, write and edit newsletter, and send via email in a regular weekly cadence.
•Employee engagement: As of spring 2023, the newsletter continued to prove popular. It regularly achieveda 38% weekly open rate since its inception, amounting to 100K+ views per week.
Faces of IBM
Challenge: When IBMers tell people they work for IBM, often the first question is, "What exactly does IBM do?"
My role: Lead content strategist and writer
Skills required:
• Content strategy and creation: To equip IBMers with interesting stories that answer the question of what IBM does, I created a series of profiles, written in an easy, relatable style that allows IBMers across the enterprise, no matter their technological expertise, to gain a better understanding of the critical work IBM does with clients worldwide.
• Stakeholder management: Teamed with client-facing stakeholders across the enterprise to understand messaging and align with current marketing initiatives.
• Information architecture: Using proprietary digital publishing system, created a structure for navigation of the stories, organizing by high-level topics including AI and Cloud; sub-topics were based on marketing initiatives.