ServiceNow, a successful tech startup, initially focused on developing great products and sales rather than establishing a strong brand identity. However, in 2017, Richard Murphy joined the company as the editor-in-chief and director and recognized the need for a stronger brand presence. At that time, ServiceNow had 5,500 employees and $1.9 billion in revenue, but was not well-known outside of its IT customer base.
Since Richard joined the company, ServiceNow has rapidly expanded its products and services and implemented a comprehensive content marketing strategy to reach a wider and more diverse audience. Today, ServiceNow offers an AI-powered platform that automates processes across various enterprise functions. Richard predicts that by the not-too-distant future, the company will reach $16 billion in revenue with over 22,000 employees.
ServiceNow’s content strategy has been successful and has received industry recognition. The company won multiple awards at the 2023 Content Marketing Awards, including Best Content Marketing Program, Agency/Client Content Marketing Partnership, B2B Publication, and Best Digital Publication (distribution). Additionally, Richard was named the 2023 B2B Content Marketer of the Year.
To support ServiceNow’s rapid expansion, Richard developed a thought leadership strategy, similar to Harvard Business Review, and launched Workflow, a digital publication that covers emerging trends in enterprise tech and business strategy. Workflow has become a key part of ServiceNow’s positioning as an innovation partner to businesses and governments worldwide. The publication now includes Workflow Quarterly, a magazine that focuses on a specific theme each quarter.
Initially, some within ServiceNow questioned the value of investing in thought leadership, but as Workflow’s audience and engagement grew, the C-suite recognized its impact on marketing and sales leads. Workflow’s audience has expanded to 1.5 million unique visitors and 2 million total page views, with senior business leaders being the primary audience. The metrics show that Workflow readers are more likely to take desirable actions, such as visiting ServiceNow’s website and engaging with the company’s content.
ServiceNow’s thought leadership program has also played a role in addressing the labor disruption conversation. The company partnered with Pearson AI to analyze skills development and the impact of AI on the global economy. This research has been incorporated into an immersive content experience that showcases ServiceNow’s expertise in providing AI solutions and its understanding of the impact of AI on individuals and organizations.
Richard initially started ServiceNow’s thought leadership program with a small budget and a team of one. Over time, the team has grown to 15 members and includes partnerships with agencies like Message Lab for brand journalism content, Barretto for creative design, and Thought Lab for research assistance. Richard now focuses on building a holistic content journey that spans from brand awareness to demand generation.
Overall, Richard’s background in journalism, combined with his strategic approach to thought leadership, has helped ServiceNow establish a strong brand presence and support its rapid growth.
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