How Pure Storage built a repeatable, end-to-end content engine to streamline execution and scale strategic production with Welcome
requests completed in support of 4,000 internal stakeholders globally
assets produced across web, creative, and SEO — a 200% increase year over year
reduction in time spent in team meetings
Pure Storage is the IT pioneer that delivers storage-as-a-service in a multi-cloud world. The company is focused on redefining storage, helping customers shift — operationally and culturally — the way they purchase and consume storage for breakthrough innovation and scale.
In early 2020 the Content Studio leader, Lisa Oda, was focused on a journey of transformation to create efficiencies around website, collateral and brand content production. At the same time, there was a vision to develop high-value content — thought leadership — for awareness and increased share of voice.
With only a few team members in place (two writers and one SEO manager), Oda recognized they’d need to bring more of the content production in-house — and fast. “In order to keep up with the demands of the business, we needed to scale the team with experts,” said Oda. “We needed people who knew content development and our business to help us produce quality content within tight timelines.”
But it wasn’t enough just to hire the team — Pure Storage would also need the right tools to enable them to execute.
Her vision? Marketing transformation to structure process — and incoming data — to save time so the team could elevate thought leadership content. “I wanted to implement a system to help standardize and structure content requests. The goal: To break down silos and create a “freeway” through the organization coupled with repeatable processes for ease-of-use and efficiency.”
In 2020, the team selected Welcome to help:
1. Centralize (and accelerate) the intake of content requests.
“With 100+ requests coming in from around the globe every single month — from internal marketing to marketing partners to product — the types of content requests we received ran the gamut,” said Oda. “Our previous free-form intake left a lot to be desired. We were often missing key information, which slowed down our execution… and raised stress levels.”
After auditing and categorizing the types of requests they would receive most often, the Pure Storage team used Welcome to build a set of intake forms. Every request that came in would be perfectly structured, complete with all the information Oda’s team would need to execute immediately (without more back-and-forth).
2. Standardize (and streamline) the execution of content creation/reviews.
With all of those requests coming in, the team built specific workflows for all of the most common content and creative requests — whether it was a blog post, a thought leadership piece, technical web content, or another type of request.
“It was a very data-driven approach,” said Oda. “We assessed everything: where the work should start; who needs to be involved; who is the final approver; how much time each person needs to complete their part; where the final assets need to go. We now know exactly what needs to be done and can easily forecast when projects will be complete.”
3. Build key integrations to distribute and measure the value of content.
The final piece was making sure that Welcome was fully integrated with key tools of the Pure Storage marketing stack — including Bynder to store assets, as well as Marketo and Salesforce to provide critical engagement and ROI analytics.
Today, the Pure Storage team’s work isn’t just centralized on Welcome. They’ve orchestrated a full, end-to-end lifecycle of content and creative delivery — from intake to production through distribution and ultimately measurement.
As pleased as the team is with its ability to transform the organization into a content machine, the benefits go beyond the tactical efficiency gains.
“Our weekly planning meetings are not as long and we’re able to streamline the end-to-end process. Welcome has become that fortifying piece — the glue between all of our teams — and it allows us to be more strategic about what we take in and what we work on collectively. And the time savings and efficiency gains have enabled this small team to pivot to high-value, long-form content that drives visibility and reach for the company and its search-related goals.”
And perhaps most importantly, Welcome has enabled Oda and team to change the conversation internally.
“For us, it was important to be able to speak from a results perspective. How much are we producing, how are we supporting the business, and what’s the impact of that work against the goal of moving prospects through the funnel,” said Oda. “We’re well on our way.”
Content marketing transformation went from vision to reality through the partnership with Welcome. It all started with a goal to structure processes — and incoming data — through end-to-end orchestration and has led to more time for more strategic work. A vision turned into a powerful reality.