IBM wants to “have its cake and eat it”: to occupy the niche of content marketing, to succeed in there and to promote its product line in the meantime providing a value for customers. Possible? Seems that THINK Marketing together with Watson can handle this.


The era of content hubs

For a while content goes beyond the scope of blogs and more and more companies tend to create content hubs, destinations with branded, curated or independent user-generated information. To put down all rumors, we have already published an article regarding content hubs, its benefits both for B2B and B2C markets and successful examples in the international business.  Content hubs can operate efficiently in all spheres, starting from technology and consulting, finishing with fashion and beauty industries.

IBM, as well as its predecessors, launched a content hub IBM Voices, a few years ago. It used to contain branded content, making an emphasis on content curation, expertise and discussions, and definitely needed improvements in order to be competitive and adapt new technologies. As any content hub, it could probably increase website traffic, exposure and ease the purchasing journey. However, it was not something different and catching, and IBM tried to tackle this issue.


THINK Marketing is not an ordinary hub


IBM Think Marketing



IBM remains up-to-date with evolving technologies, and sometimes, probably even one step ahead. Content hub creation is no exception. IBM set a long-term target to become a marketing technology leader and to get ahead in terms of content and branding. First steps forward were already taken: money are being invested and THINK marketing website has been launched.

What is THINK Marketing? In fact, a content hub.  But behind its back is a powerful brand with best practice and advanced technologies, which decided to occupy one more niche. This is why people tend to trust content the company produces as well as they trust its products and established solutions. And even if IBM was out of content marketing range, it fixed this problem and attracted experts, for instance cooperated with Newscred. “THINK Marketing is a place where marketers can come to not only get some thought capital from IBM around what’s happening in the marketing world, but it also brings in third party experts,”said Bob Lord, IBM’s first Chief Digital Office. “So there’s really one place where marketers can go to research any topic around marketing.”

How IBM can benefit from THINK Marketing creation? Firstly, to increase the exposure and make clientele interested in finding out new information about the product line. Secondly, the service provides an opportunity to understand the buyers, their desires and requirements, and to establish personalization (and, therefore, to personalize all stages of operating process). “THINK Marketing looks a lot like a regular publishing site, but topics are rendered virtually,” – claimed Bob Lord. “It’s almost limitless how the hub can configure around a particular buyer type.” Finally, with the help of content and personalization, IBM’s hub focuses on providing a value for customers. And, certainly, on capitalization, which becomes possible with all the factors stated above.


Watson comes into play

The famous IBM Watson, which is claimed to be more than an artificial intelligence, is a cherry on the cake with regard to THINK Marketing website. The cognitive technology analyzes the preferences of users and makes a content personalization possible.  What is more, Watson can work with large data volumes, determine relevant information, impact purchasing decisions and, therefore, become more than just a tool for targeted ads.

 “We’re teaching Watson, our cognitive cloud computing engine, to understand what content buyers are consuming,” stated Lord. “Then we serve them up additional content that is relevant to the topics they’re interested in, and recommend IBM and IBM-partner products that are associated with that content.”

Consequently, IBM Watson is expected to take THINK content hub to the next level and not just to produce high-quality content which holds audience, but also to support the product and service line and to benefit both clientele and corporation. Nevertheless, IBM is not satisfied with what it has already achieved. Plans call for further cooperation with publishers, qualitative improvements and even influencer marketing.

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