Building An “Everyone Helps” Content Ecosystem

By Jessica Jeffcoat
Research Analyst, Growth Team Membership (GTM)
Frost & Sullivan






Global B2B test and measurement company National Instruments (NI) was in a position that I’m sure many marketers can relate to: Many different groups from throughout the organization were involved in producing a variety of digital content—from those creating the website’s “About Us” blurb to those writing in-depth, technical white papers. However, the various parts of the organization involved in content creation didn’t necessarily talk to each other, or create content that adhered to any sort of overarching brand or quality standards. It wasn’t clear exactly what content was out there, who was creating it, and whether each piece of content met a specific customer need. 

NI was presenting itself to the world through lots of channels, with many different voices, and Marketing was starting to feel like it was losing control of the whole process. Marketing had to find a way to regain control without stifling creativity or productivity. How Marketing did this—and created an “ecosystem” that put itself back in the driver’s seat—is the crux of this story.

Our new Best Practice Guidebook looks at how National Instruments addressed these challenges by developing a content marketing “ecosystem”—a system of people and processes—which serves as the foundation for the company’s digital content marketing efforts.

To learn more about how National Instruments used its content ecosystem to increase
lead generation, boost online sales, increase process efficiency and enhance brand awareness, access a three-page excerpt from the 13-page Best Practice Guidebook, Building an “Everyone Helps” Content Ecosystem.

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