#4 IBM

Building a strong content layer on a 100-year-old brand

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IBM is an exciting case study of one of the most authoritative sites on the web that supports its sales-led motion with a rock-solid organic top-of-the-funnel.

Bryan Casey, Director of Digital Marketing at IBM:

Really nice article. Impressed with how much research you did.

Table of contents

• 100 years of brand value

• How the company works

• Growth: search-enabled sales

• Red Hat

• Challenge and Opportunities

Tidbits

• IBM gets more organic than direct traffic - a testament to the SEO team’s work.

• IBM and Red Hat have built topic pages that drive traffic value and serve as entry points for leads. They rank #1 for many competitive keywords and attract over 23% of total backlinks.