When Bell Canada decided to relaunch its blog for businesses, it turned to the team that had already been writing articles for the company for years. With a journalistic approach and storytelling mindset, Ascribe produced a series of blogs communicating the thought leadership of Bell and its executives to enterprises across the country.

How Ascribe helped

Bell is one of Canada’s largest telecommunication companies and best-recognized brands. With a constant slate of marketing and communications material required by multiple business lines, it depends on timely, high-quality content to promote its products and services to Canadian enterprises. Ascribe has helped prepare a lot of that material since 2011, writing solution brochures, web content, video scripts, white papers, sales presentations, direct emails and much more.

In recent years, our team has been called on regularly to consult with Bell executives and subject-matter experts to develop articles for customer newsletters and other external publications that discuss trends and share practical insights on the cloud, cybersecurity, remote/hybrid work, the Internet of Things and other topics that matter to companies across Canada. So when Bell decided to relaunch its own public-facing blog for businesses in mid-2023, it naturally tapped the Ascribe team to develop the first wave of articles.

No matter which topic we’re writing about, our process begins with background research and a focused content-gathering interview with experts from Bell and/or its partners — to help us find the core story and all the relevant details needed to tell it. We develop a content outline to ensure the marketing managers and product leads we work with at Bell are aligned with our proposed story flow. With their approval we then write the blog itself, articulating Bell’s thought leadership and unique perspective to its customers in an engaging, web-friendly way.

As of December 2023, the Bell business blog featured 16 articles covering topics ranging from how to outsource IT security operations to creating a better customer experience to a profile of a company recently acquired by Bell — with all but a couple of them written by the Ascribe team. Bell has been very happy with the results to date and we will continue to assist with blog development in 2024 and beyond.

Deliverable: Blogs

Our process:

• Background material review
• Content-gathering interviews with executives and subject-matter experts
• Content outlines
• Writing and revisions