Search Tendo
  • Skip to primary navigation
  • Skip to main content
  • Skip to footer
Tendo Communications Logo

Tendo Communications

  • Services
    • Content Strategy & Experience
    • Content Marketing
  • Work
  • Blog
  • Resources
    • Content Best Practices
    • Content Glossary
  • Company
  • Careers
  • Contact
  • Search
Content Strategy

Tendo Gives Plantronics a Fully Loaded Content Strategy Arsenal

by Tendo Team

September 28, 2017

Tweet
Share
Share

Unified communications (UC) technology integrates voice, email, and instant messaging services, along with video conferencing desktop sharing. When Plantronics decided to enter the fast-growing unified communications (UC) market, it had two main marketing objectives:

  1. Reposition the company as more than just a headset maker
  2. Introduce the headset as a critical piece of an overall UC strategy

Plantronics asked for Tendo’s advice from a content perspective. The company had already created a new look and feel for its brand, signaling a new direction for the company. With that in mind, we recommended developing a cohesive content strategy that communicated the wider brand story to business and technical decision makers interested in UC. To succeed, the content strategy needed to be smart, efficient, and sustainable.

 

Understand where you’re at, where you’re going, and what’s in between

Designing and implementing an effective content strategy requires three simple but important things:

 

1. Knowing where you are

What does your existing portfolio of content look like? Is it advancing your business goals? What’s missing?

To understand where Plantronics was on its content journey, we started by auditing 1,000 pieces of existing content. Immersing ourselves in the company’s content enabled us to determine which content could help Plantronics enter the UC market, which content was outdated, and where gaps existed that might require new content.

 

2. Determining where you want to go

From a content perspective, what does your desired end state look like? To determine where Plantronics wanted to go, we developed audience storylines—persona-based narratives that reflected the needs and challenges of Plantronics’ business and technology buyers.

We then created content journeys based on the storylines, which led Plantronics prospects through the awareness, consideration, and purchase phases of the buyer’s journey.

 

3. Figuring out how to get there

What tools, resources, capabilities, and processes will you need to reach your end state?

For the content journeys, we adapted existing assets and created new content, incorporating different content types and platforms, from infographics to SlideShare to web copy. We also created a new content type, a one-page scannable “Brief,” which examined pressing UC and call center challenges and offered advice on how to solve them.

 

Tools for sustained content creation

To make sure Plantronics could sustain this new content model, we provided the tools they would need for ongoing content creation. We developed a voice and tone guide, a variety of editorial support materials, and frameworks to understand when and why to create certain types of content, whether it was a white paper or an ebook.

The result? Plantronics ended up with a cohesive content model that maps to the buyer’s journey and helps communicate the value of its UC products. And most importantly, Plantronics has the “weapons” in its arsenal to continue producing engaging content for the UC market.

Tweet
Share
Share

TAGS

Buyer Personas (9) Content Audits (2) Content Creation (27) Content Tools (4)
Return to Main Page
Previous Article
Next Article
Struggling to constantly create new content? You may be overlooking a key opportunity to optimize existing B2B content for SEO. Read our latest blog post to learn more! https://t.co/6FOstVGu5R #blog #B2B #content #SEO #marketing

- March 20, 2023

Subscribe

Get the latest content strategy and content marketing insights and examples from the experts at Tendo.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Footer

  • LinkedIn
  • Twitter
  • Facebook

inquiries@tendocom.com

Stay Current

Subscribe to the Tendo View Newsletter to get insights on topics and trends that affect your
content marketing and communication programs

Newsletter

  • This field is for validation purposes and should be left unchanged.

Get In Touch

Tendo Communications
San Francisco Office
535 Mission St., 14th Floor
San Francisco, CA 94105

Phone: 415.369.8200
Fax: 415.369.8222

Briefly Noted

Struggling to constantly create new content? You may be overlooking a key opportunity to optimize existing B2B content for SEO. Read our latest blog post to learn more! https://t.co/6FOstVGu5R #blog #B2B #content #SEO #marketing

- March 20, 2023

  • Home
  • Content Strategy & Experience
  • Content Marketing
  • Work
  • Best Practices
  • Glossary
  • Blog
  • Company
  • Careers
  • Contact

© 2023 Tendo Communications, Inc. All Rights Reserved · Privacy Policy · Terms of Service · Privacy Tools

logo
  • Services
    • Content Strategy & Experience
    • Content Marketing
  • Work
  • Blog
  • Resources
    • Content Best Practices
    • Content Glossary
  • Company
  • Careers
  • Contact
  • Search
Tweet
Share
Share