Reaching Business Buyers with a Native “Brand Newsroom” on Forbes
As the data management market expanded and become increasingly crowded, data warehouse pioneer Teradata needed to create global awareness among business buyers and shift perceptions of the company from a data warehouse vendor to an analytics leader.
Teradata’s strategy was to partner with a big 3rd party brand like Forbes to reach the business audience and push insightful, thought leadership content targeted at the early stages of the buyer journey. Merritt Group powered the Forbes brand newsroom, from content strategy, voice and editorial to ghostwriting and visual “look and feel.”
TeradataVoice is one of the most well-read and shared BrandVoice pages on Forbes. In a little over 3 quarters since launch, the site had more than 230 articles posted, 1,000,000+ page views and 100,000+ social shares. The Teradata “newsroom” on Forbes was one of 3 finalists for the 2015 DigiDay Content Marketing Awards.