In 2014, the Office team engaged us to provide editorial oversight for the Office blog after they experienced disappointing results from the managing editor they were using. The team’s goal was to publish 50 posts per month across 25 product channels, but they had 75 virtual authors to coordinate, no standardized workflows, and no official blog calendar. The Office team didn’t have the expertise needed to effectively publish a large volume of blog content. People on the team were self-publishing or just emailing requests to the editors, which led to missed deadlines, inefficiency, and mistakes.
We match the Office team’s rhythm of business by publishing high-quality blog posts on time and at the volume they define. We supported redesign of the blog itself (June 2017) and are currently working closely with the Office team to execute a new blog strategy to target media/tech influencers instead of consumers. This change in focus is requiring an overhaul of editorial guidelines, the style guide, and onboarding documentation. We have stepped in to support the Skype blog as well, to better align it with the Office blog style and workflow.