Salesforce

Salesforce is one of the largest enterprise software companies in the world, and its content reaches an audience that includes the C-suite. As Content Marketing Manager, I owned the strategy and direction for the 2024-2025 C-suite content calendar.

This project started with a simple goal: to understand what content was resonating with executives. But behind the scenes, I realized we couldn’t clearly see what was already working. Before I could build more content, I had to fix the system underneath it, the way content was tagged, governed, and tracked, so the team could finally measure what was working.

Salesforce’s C-suite content had two problems: 1. it was tagged inconsistently, so we couldn’t reliably pull or analyze it, and 2. the AI content our executives cared about most sat buried under broad labels like Digital Transformation.

And about half of the library predated the AI boom, the exact theme those executives wanted most. We needed to measure what was working and build a plan for the year that the data could back.

1. Set the taxonomy straight

I audited the content taxonomy and wrote new tagging guidelines, then fixed the mistagged and untagged assets so the team could actually analyze the library going forward.

2. Run the audit

I ran an AI-trends content audit across formats and channels, pulling engagement data on about 850K total visits. Visits, time on page, bounce rate, CTR, and CTA clicks.

3. Turn findings into a plan

I translated the results into the 2024/2025 C-suite content strategy and whitespace plan, then directed writers to execute against it.

The data had opinions

Customer stories

Customer stories drove the highest engagement by a wide margin. About 45% average CTR and roughly ten minutes average time on page.

Blogs

Blogs drove the most traffic but had higher bounce rates and lower CTR, suggesting we need clearer CTAs.

Channels

Organic social and organic search were the channels executives actually used to find the content, suggesting SEO and social search as priorities. 

Content framing

Word choice mattered. Titles with the word “future” drew more visits, while “guide” and “playbook” drove more downloads of gated content.

The biggest improvement was that the team could finally see what it was doing.

Standardized tagging fixed the data-extraction problem, so pulling and analyzing C-suite content by theme became reliable rather than guesswork. This meant the team could create the 2024/2025 plan with a budget and focus writing efforts on the themes, formats, and channels that the data showed executives were engaging in.

Writers also got better briefs. We pinpointed that blogs needed stronger CTAs, that customer stories earned the most attention, and that certain words drove specific metrics, which gave the team direction rather than a blank page.

The team went into the year with a roadmap it could stand behind and a tagging system that continues to pay off whenever someone needs to measure content again.