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Content Cantina (Web Series)

Content Cantina


The place where content practitioners — throughout the galaxy — go to increase their knowledge and become content marketing Jedi Masters.

Audience: IBMers and other content marketers
Partner: In-house


Content marketers and IBMers are bombarded with emails and content, so we came up with a better way to engage them: by developing a thought leadership campaign that would entertain and inspire our audience to become best-in-class storytellers.


So, we created the Content Cantina. Hosted by George Hammer, Chief Content Officer at IBM, Content Cantina is an episodic talk show whose fictional location is inspired by the Mos Eisley Cantina from Star Wars. In it, George talks to some of the most interesting and knowledgeable characters in the content marketing universe who share their expertise. We simultaneously post episodes internally to our community and externally on LinkedIn.



Our Linkedin post engagement rate increased 130% and searches for our content about “Content Marketing” are up over 100%

The industry is recognizing our thought leadership with invites to speak at key events like Cannes and Sundance, as well as nearly 20 industry awards for innovation and content in the last year

The campaigns that have deployed our best practices and thought leadership have resulted in 23% increase in ROI and over $5B in revenue leads



Telly (2): Non-Broadcast Training (Corporate Use) - Gold and Social Video, Education - Bronze

Shorty’s: Best in Business to Business - Winner

The Drum B2B Awards: Best Thought Leader Strategy - Winner

Hermes Creative Awards: Electronic Media - Gold

Content Marketing Awards: Best Use of LinkedIn in Content Marketing - Winner

ANA B2: Employer Marketing - Winner