Schedule Viewer 2022

Journalism, ethnography and content marketing are all practices rooted in the ancient Greek art of rhetoric, or persuasion. Based on deep experience in all three fields, I’ll make a case for fact-based content marketing that puts the needs of your audience first.

Over the last three years, Workflow, ServiceNow’s thought leadership publication, has gained a loyal following of business leaders who rely on the site’s deeply reported stories on critical issues like managing hybrid teams and building digital business models. Workflow now reaches about half a million people a year, with peak average engagement 4x the U.S. standard.

Beyond Workflow, we’ve expanded our thought leadership footprint to include social channels and partnerships with leading business and technology publications around the world. Through all these channels, ServiceNow reaches hundreds of millions of business readers every year, making them aware of the company’s deep insights and points of view on how the world of work is evolving.

This multichannel, always-on strategy allows us to respond quickly to global events and industry trends, so we can reach audiences with ideas that matter to them in the moment and make them aware of the myriad ways ServiceNow is equipped to help.

Takeaway

1. Successful content marketing requires analytic rigor, a respect for facts and the ability to put the needs of your audience first.
2. Through our owned, shared and sponsored thought leadership channels, ServiceNow reaches hundreds of millions of business readers every year, making them aware of the company’s deep insights and points of view on how the world of work is evolving.
3. This multichannel, always-on strategy allows us to respond quickly to global events and industry trends, so we can reach audiences with ideas that matter to them in the moment and make them aware of the myriad ways ServiceNow is equipped to help.