Case Study
Technology Consulting Firm Increases Engagement with LinkedIn Activation
Thought Leadership
Content and Creative
Cognizant is a major American multinational professional services company providing IT consulting, digital transformation, and business process outsourcing (BPO) services globally, helping companies modernize tech, reimagine operations, and improve customer experiences across industries like finance, healthcare, and manufacturing.
The Situation: Helping consultants do their thinking in public
Cognizant is a global consulting firm that provides digital, operational and technology consulting. They have tens of thousands of smart people working there, but they needed help creating thoughtful, engaging content on LinkedIn that would attract attention and build credibility. Their social media team turned to Scribewise to help activate their subject matter experts to showcase their knowledge and experience.
The Complication: Busy consultants can’t focus on marketing
Cognizant’s consultants are hyper-focused on often high-stakes client work. The idea of taking time out to craft thought leadership content sounds nice, but in reality, it always falls to the back burner. It’s not unusual for professionals who bill time to look up after six months and realize they haven’t moved their marketing forward at all.
Scribewise’s job was to make the process as efficient as possible while digging into the details and exploring the nuances that make great thought leadership content come to life. On top of this, we needed to capture each SME’s voice to ensure authenticity.
The Solution: LinkedIn activation
Working side-by-side with their social media team, we developed a program of LinkedIn-native blog posts, curated content, infographics and social media graphics to showcase their forward-thinking approach to some of today’s biggest business challenges.
After kickoff calls with each SME, we were ostensibly on our own to create editorial calendars, conduct research on topics like IoT in healthcare and confidently write thought leadership content in the SMEs’ voices on these weighty subjects. Over the six-month program, the SMEs made virtually no edits or adjustments to the content we’ve created for them.
The Results: Rave reviews, and 68% more engagement
Engagement rose 68 percent for the SMEs’ newly invigorated social profiles. One LinkedIn commenter even remarked, “This is the most insightful analysis I’ve seen on IoT in healthcare.”