Infographic: The Content Transformation of Dell Technologies

Contently Case Stories is a series highlighting some of Contently’s most successful clients. Dell Technologies helps companies master digital transformation. To promote the work their writers were already producing, the team had only a “remedial” email marketing campaign, so they started there. While automating their email process, the team realized their content creation and distribution needed an overhaul, and they began dreaming up new formats—a robust branded blog and even a podcast. Partnering with Contently helped the company assess their audience’s preferences and create a more concrete strategy. Dell already knew that 33 percent of Fortune 100 companies visited its site regularly, so the content team only needed a few adjustments to capitalize on that attention. For starters, they decided to specifically target chief science officers and other executives with their new content. The team then began to shape the stories they told around their products, focusing on those who used Dell in innovative ways. Their first wildly successful piece of content, “How to Build a Better Werewolf,” followed the SFX team on Twilight as they used Dell’s technology to customize werewolf characters down to each individual hair. And it wasn’t just abstractly captivating—audience members who engaged with the story were 30 times more likely to purchase the workstations featured in it.