How content marketing creates a thriving culture

When dusty dimercurio started working at autodesk, he had a bold vision of what was possible for a design and engineering software company. But to win allies, dusty started by launching a blog called lineshapespace. Four years later, hes grown that small pilot project into a multiawardwinning publication, influencing the entire organization to think differently about content. By example, dusty and his team are changing the culture at autodesk , teaching them how to tell compelling stories that audiences want to engage with. For all these qualities, dusty is one of the 2016 content marketer of the year finalists. We asked dusty to highlight how autodesks culture has changed and the lessons hes learned over the years within the organization.

Learn the ropes by starting small

Starting small line shape space was one of autodesks first Senegal Phone Number List collaborative efforts to connect with very small businesses vsbs. Focusing on the small business market was a big shift, as autodesks business has traditionally come from large corporations. Vsbs research reveals common needs and pain points among customers, regardless of industry. First, dusty learned that many vsb owners work for large companies and are familiar with the types of tools autodesk offers. Combined with its findings, the study found that the biggest challenge for business owners was struggling to run their business, not learning autodesk software, and that in the early days lineshapespace was the focus and it was. Dusty and his team set out to build a site dedicated to this audience.

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Leverage formal internal partnerships

Studied other successful content hubs aimed at CE Leads similar audiences, such as the american express open forum. He says that understanding what others are doing is very helpful when building your own hub. You can read more from our chief content officer on how line shape space was created in this recent profile. Curated relevant content scaling content marketing how cscs make content hubs work help internal teams understand that marketing is fundamentally changing dustys team uses content marketing to model whats possible, and in doing so, help large organizations realize the importance of great content as a means to engage audiences dustys the team runs lineshapespace, but the organization has industrybased content a team outside of dustys scope. And line shapespace continues to inspire distributed content teams to try new things, including new approaches.

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