Sun Microsystems
Content marketing program delivered thought leadership to attract new audiences

Overview

Tendo supported several audience marketing initiatives for Sun during a five-year period. The relationship centered around a business initiative aimed at capturing leads in seven industry markets. We developed a content marketing strategy targeted at business decision makers in these diverse verticals, including manufacturing, retail, and government.

Tendo’s work included content-rich microsites for each of the seven industries, delivering original thought-leadership content aimed at reinforcing Sun’s knowledge of the business issues driving Web technology adoption in each industry. We updated content for each site monthly and used email newsletters to drive opt-in user registrations.

As a result, this program generated more than 50,000 prospect names within a 12-month period that were used for ongoing lead nurturing and sales campaigns. The relationship expanded to include strategy and content development to support customer microsites for Sun’s top 50 global customers.

Tendo services included:

• Content strategy and content architecture
• Content development
• Email newsletter strategy and content development
• Metrics analysis
• Email newsletter template design
• Microsite content architecture
• Content audits