Case Study

IBM Global Financing

How MyMobileLyfe brought a newsroom-grade content operation, targeted SEO, and hands-on social media coaching to one of IBM’s global divisions — reaching the CFOs who drive its business.

The Engagement at a Glance

A newsroom-grade operation, built for a Fortune 50 division.

Content, search, and social — unified around one audience: the CFOs who drive IGF’s business.

3

Core services delivered: content creation, SEO, and social media coaching

Newsroom-Inspired

Framework behind IGF’s content creation operation

2

Social platforms coached: Twitter and LinkedIn

CFOs

Primary audience targeted across content and social messaging

Step 01

The Challenge

IBM’s Global Financing division (IGF) needed to reach a very specific audience — the CFOs most likely to use its financing services — across content, search, and social. IGF’s existing site pages weren’t optimized for the search terms its prospective clients were actually using, and its social presence on Twitter and LinkedIn needed a stronger, more consistent voice to build real engagement with a skeptical, senior audience.

What IGF Needed

  • A repeatable system for producing high-quality content at scale
  • Search engine optimization built around the terms its buyers actually use
  • A stronger, more consistent voice on Twitter and LinkedIn
  • Messaging that spoke directly to CFOs, not a general business audience

What We Delivered

  • A newsroom-inspired content creation framework and editorial process
  • Original articles and multimedia based on search & social research
  • SEO rewrites of key pages: titles, headlines, descriptions, copy, and URLs
  • Hands-on social media coaching for editors and executives on Twitter & LinkedIn
  • CFO-targeted messaging guidance across content and social

Step 02

Framework Applied

We set the framework for a seamless content creation operation, inspired by years of newsroom experience. IGF and MyMobileLyfe collaborated to identify broad topics related to the division’s financing services and generated article and multimedia ideas based on search engine data and the social conversations its potential customers were already having. Our team of experienced content creators wrote the material, and every piece went through a rigorous editing process before it was shared across IBM’s digital network worldwide.

We evaluated IGF’s existing site pages and rewrote key components to optimize them for search — researching the most-used search phrases related to IGF’s services and incorporating them into page titles, headlines, descriptions, page copy, and URLs. We also worked directly with IGF’s team, from social media editors to executives, coaching them on best practices for social posting on Twitter and LinkedIn, offering messaging suggestions tailored to CFOs, and encouraging a two-way exchange on those platforms to build real brand engagement.

Step 03

Outcomes

IGF’s content operation gave the division a repeatable way to produce high-quality, editorially rigorous material that could be shared across IBM’s global digital network.

The SEO work gave IGF’s key pages a stronger foundation for search visibility, built around the terms its actual buyers were searching for. And the social media coaching gave IGF’s team the tools and confidence to post more effectively and build genuine engagement with the CFO audience that matters most to the business.

Outcomes at a Glance

  • A repeatable, editorially rigorous content operation shared across IBM’s global network
  • Key IGF pages optimized around real buyer search terms
  • Stronger, more consistent messaging on Twitter and LinkedIn
  • IGF’s team equipped with social best practices, not just a one-time push

Spotlight: Newsroom-Inspired Content

Bringing an editorial process to a Fortune 50 financing division

The content framework we built for IGF wasn’t a marketing checklist — it was a genuine editorial operation, built on years of newsroom experience.

IGF and MyMobileLyfe collaborated to identify broad topics tied to the division’s financing services, then generated article and multimedia ideas grounded in real search engine data and the social conversations its potential customers were already having. From there, our team of experienced content creators wrote the material, and every piece passed through a rigorous editing process before it went live across IBM’s digital network — around the world.

The same editorial standards used in a newsroom, applied to a global division of one of the world’s most recognized companies.

That same rigor carried into the SEO and social media work — every recommendation grounded in what IGF’s actual audience was searching for and talking about, not assumptions.

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