Digital Marketing Web Transformation

AT&T Takes the First Steps in Dynamic Content Marketing for Business Customers

What we did

SMITH developed user journeys, taxonomy, a content strategy, merged two AT&T B2B content sites and went live with an MVP in 12 weeks:

  • Content Mapping and Taxonomy
  • Content Migration Planning
  • User Journey Development
  • Design Concepts
  • Adobe Experience Manager (AEM) Implementation
  • Content Population and Migration
  • Roadmap for phased roll-out of Adobe toolset for dynamic nurture content personalization via AEM and Adobe Marketing Cloud

The Opportunity

AT&T Business wanted to redefine the Business learn experience that engaged users with more meaningful content and tailored journeys. SMITH leveraged the Adobe toolset to map predictive pathways that align to audience goals and leads them through a personalized content journey.

The work

SMITH joined the team to create a new approach to content marketing with a single destination for thought leadership and upper funnel content. Our task was to build a roadmap, design, launch and grow the Business Hub, uniting the Network Exchange Blog and Business Circle in a new integrated experience educates customers at the top of the funnel, driving more informed purchasing decisions.

Now launched, the new platform integrates more of Adobe Experience Manager’s toolset to deliver personalized content around user profiles to nurture their relationship with AT&T as a business-to-business solutions provider and increase lead conversions.

AT&T’s broad array of content includes videos, articles, white papers and more, broadcast to social on topics across business services including:

  • Mobility Services
  • Network Services
  • Internet of Things
  • Voice & Collaboration
  • Cybersecurity Services
  • Cloud Services
  • Enterprise Mobility Management
  • Hosting Services

By integrating Adobe Experience Manager’s toolset, the site evolves beyond a static content site into an intelligent system for drawing users into the funnel, nurturing them over time with deeper education in each content vertical, and increasing leads and sales conversion for AT&T sellers.

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