A Comprehensive Content Strategy for Infoblox

From reactive to strategic: Tendo helped Infoblox create a detailed roadmap for content strategy, messaging, and editorial development.

CHALLENGES

Siloed content teams leading to duplicated efforts
Lack of strategic content planning
Unclear messaging failing to connect with customer needs

RESULTS

Clear content strategy roadmap identifying target recommendations
Integrated editorial plan, including ideas by channel and journey stage
Streamlined content operations and governance

TENDO SERVICES PROVIDED

Content maturity assessment
Content strategy roadmap
Editorial planning

About Infoblox

Infoblox is an IT automation, networking, and security company.

The company had recently completed a rebranding centered around the key message of uniting networking and security, and needed to ensure that message was coming through in their content.

Infoblox

Santa Clara, CA

IT security

1,000+ employees

The Challenge

Infoblox approached Tendo because despite a recent rebranding, its marketing teams were still operating in silos.

Moreover, their content creation and distribution were reactive, not strategic, with a lack of transparency and no clear plan for marketing campaigns. Marketers and content creators needed high-level strategic alignment that still allowed flexibility to respond to market trends and unplanned shifts.

The Solution

Tendo performed a content maturity assessment and created a content strategy roadmap, followed by a detailed editorial plan.

We started with stakeholder interviews, which revealed the siloed state of content planning and a desire for more collaboration and focus. In the strategy roadmap, we shared actionable insights and recommendations—from content architecture to operations and optimization—laddering up to a timeline for implementation. Finally, we built editorial themes and proposed content assets around priority topics.

The Results

strategic recommendations

detailed campaign asset ideas

Infoblox achieved a solid understanding of the current state of its content strategy and where to focus efforts. And their team came away with a targeted, strategic, and purposeful content plan. This included everything they needed to start creating content for integrated omnichannel marketing: 64 detailed campaign asset ideas laddering up to three editorial themes and associated campaign concepts, mapped to persona, journey stage, and content channel.