As a leader in enterprise cyber security, we saw a clear need for an online blog platform where anyone in the industry could efficiently learn from technology providers and industry thought leaders, all in pursuit of a shared goal: helping to keep businesses safe from threats every day. The idea was fairly straightforward. The challenges were all going to be in execution.
SYMANTEC
BLOGS
CLIENT SPOTLIGHT
Transforming an active, under-managed site
into a world-class editorial property
CHALLENGE
PLAYBOOK
Transformed Symantec’s blog property, https://www.symantec.com/blogs, into an industry-leading destination for cyber security news, current threat intelligence, best practices, opinion, and analysis:
New editorial
strategy
Used professional journalists to up-level ideas and writing, while working with internal teams to develop more engaging, reliable, and relevant content.
More efficient
implementation
Reduced categories to enable better engagement, monitoring, and analytics; implemented a reliable publishing schedule to give readers predictability and to better assess engagement.
Ongoing
management
Created a editorial review board that scopes content and ensures quality and credibility on an ongoing basis
OUTCOMES
Results for 7 months, from new blog launch (Nov’17 – May’18)
197
New
blog posts
527,265
Unique
Visitors
40,758
Social
Engagements
616,984
Social
Audience
19%
Avg. Earned
Social Topic Share
10.3%
Average Search
Topic Share
“With help from Big Valley, we’ve turned Symantec’s blog into a world-class site
for information on the latest in security and research for our customers and partners.”
AMY JOHNSON, SENIOR MARKETING MANAGER
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