As a leading innovator in communications technology, products, and services, Alcatel-Lucent delivers intelligent networks that administer communication tools and secure IP infrastructures. In the continually changing communications market, Alcatel-Lucent’s Enterprise group needed to display thought leadership and provide fresh, innovative ideas for customers and prospects. Their key to success was not only consistent, relevant messaging, but also unique, diverse opinions on a variety of relevant topics.
Alcatel-Lucent launched a curated microsite, the IT Strategist, to find, organize, and publish topic-specific content. This curated site emphasizes CIO/executive level strategies, designed to help organizations improve their businesses with up-and-coming communications technology.
Verne Global, a wholesale supplier of data center space based in Keflavik, Iceland, and Washington, D.C., wanted to be recognized for its low energy footprint. The firm needed to educate prospective customers about the viability of green IT and the business value of the Icelandic data centers, powered by 100% renewable resources without a price premium. Facing a familiar problem for a startup, Verne Global had limited resources to invest in marketing, build awareness for green IT, and establish its expertise for operating energy-efficient data centers.
A few years ago, FedEx established a site called 
iQ
BraveNewTalent 
Marketers need to view content curation as a mechanism to generate leads and sales in its own right, not just a tool for creating brand awareness. But to do so, the content curator must strike a fine balance between hard conversion metrics and a structured, dynamic approach to storytelling. That’s because content curation only reaches its full potential when it evolves alongside the audience member – it’s a process, rather than the static collection which marketers sometimes assume it to be.
In this case study, we examine how an end-user experience management company did just that through the launch of a content curation campaign. Read on to see how your company can excel in building such relationships through this content marketing strategy.
IBM successfully bridged the gap between its social networks and its company site by developing a dynamic content destination, the Big Data & Analytics Hub. Rich in multimedia content and optimized for social sharing, the website fosters deeper engagement with its consumers.
Content Curation Cases 