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 10 weeks:

  • Content Mapping and Taxonomy
  • Content Migration Planning
  • User Journey Development
  • Design Concepts
  • Platform Implementation
  • Content Population
  • Future Roadmap for further AEM tools for dynamic nurture content via Adobe ID user tracking, site content personalization and topic-of-interest email deployment – with data viewable by sales

The Challenge

With two different content destinations for educating B2B customers, and different terms and taxonomies as a result, the brand’s ability to guide prospects into the funnel through content marketing wasn’t optimal.

The work

SMITH joined the team to create a new approach to content marketing with a single destination. 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 that operates as the top of the funnel.

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

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 content site evolves beyond a static magazine into an intelligent system for drawing users into the funnel, nurturing them over time with deeper education in each content vertical, and providing information to sales representatives about how users are navigating content.

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