TDA and VMware: Delivering a continuous stream of CIO content through a global microsite

Who do you really want to reach? Defining your audience is a critical first step in developing content. The assets you create for tech executives, for example, will likely be very different than what you produce for systems administrators. In addition to tuning the information within each deliverable, you need to choose a format and delivery platform that fits the intended audience.

In 2015, VMware decided to work with TDA Group to engage the global CIO community. The goal was to provide thought-leadership content that explores the transformative power of technology. The content, format, and delivery platform all had to be optimized for tech executives.

VMware CIO Vantage homepage
Creating CIO Vantage
After considering various options with TDA, VMware decided to create a content stream microsite. The site would provide a steady flow of relevant curated information and newly produced assets to keep CIOs engaged, help boost customer loyalty, and also convert new prospects into VMware customers.

The result was CIO Vantage—a website that offers fresh insights for CIOs in a fast-changing global marketplace. The site explores strategic technology alternatives that drive business innovation and growth, with a particular focus on hybrid cloud, business mobility, security, network virtualization, and the Internet of Things.

Catering to the preferred content formats of executives, the site offers a mix of video, infographics, and downloadable research. Its mobile-optimized, social-friendly design makes it easy for executives to navigate and share information from any device at any time.

Supporting an integrated strategy
CIO Vantage plays a pivotal role in VMware’s larger executive audience development strategy.
Acting as a content hub for VMware’s CIO outreach, the site helps amplify the company’s point of view across important social platforms, providing crucial expertise about challenges and priorities on the CIO short list. VMware’s work on social platforms, meanwhile, drives audience members back to CIO Vantage.

As a result of this purposeful, highly socialized B2B content marketing strategy, CIO Vantage attracts hard-to-reach executives. It helps VMware shift market perceptions and strengthen relationships with CIOs around the globe.

Within the first six months of its May 11, 2015, launch, CIO Vantage earned the FOLIO: Eddie Award for editorial excellence in the Business-to-Business Standalone Digital Magazine category.

Learn how we engage target audiences
See how CIO Vantage defines and engages target audiences. And check out a few other content streams we’ve created for our clients.