Context
Enterprise software companies often produce content that’s technically accurate but editorially flat. The Customer Edge was SAP’s attempt to do something different — a digital publication with a genuine editorial identity in the commerce and retail space.
Contribution
As Content Marketing Manager for SAP, I revamped the content strategy, editorial guidelines and visual direction for The Customer Edge (now The Future of Commerce), transforming it into a publication with a distinctive voice and point of view. I also produced ad copy for SAP software and services and contributed articles to other SAP properties including The Digitalist and The Future of Customer Engagement and Experience.
Outcome
The Customer Edge won the Content Marketing Institute’s Award for Best New Digital Publication in 2015. Selected articles remain live.
What I worked on
Content strategy · Editorial guidelines · Visual direction · Article writing · Ad copy · Publication development
