Owning an idea: Box invested in work to grow the bottom line.
Once we had our conversations mapped, we constructed a workflow to output 6-10 new stories a week—utilized by the sales team, social team and cross-pollinated with media appearances. We measured content success, and refined our research to make content even more engaging. And more than just a series of one-off pieces of content, the publication built a body of work that was an asset in its own right.
We engaged a range of authors and micro-influencers to spread the word. The result was that we quickly became interesting and go-to source; the audience was coming to us.