Endpoint by Tanium

When COVID-19 hit, Tanium found itself at an inflection point. The company makes software that businesses use to manage and secure “endpoints” like laptop and mobile phones. As companies sent workers home, the number of endpoints accessing sensitive information—each one a possible security risk—increased exponentially.



With making sense of this new environment suddenly a board-level issue instead of one handled by ops managers, Tanium decided to get serious about talking to the C-suite. We decided to launch a brand journalism site, Endpoint, that would dig deep into the risks and opportunities presented by the proliferation of devices in the workplace.



Our content strategy covered:

Understanding Tanium’s goals and audiences

Figuring out Endpoint’s role in the user journey, including how we would use channels to reach people and where we wanted them to go next

Developing an editorial framework so we could come up with on-brand stories that delivered real value to readers

Editorial design guidelines

A measurement framework so we could measure what’s important and ensure we were instrumented to improve performance over time




The C-suite doesn’t care about product features; so Endpoint focuses on solving today’s problems while planning for opportunities coming down the road. Endpoint’s look and feel, built around the company’s secondary color palette, is intended to be just off brand enough to not feel like marketing.



The site itself is designed using a system that promotes engagement by fitting a full bleed header image, headline and subhead into the first screen for most devices. Banners linking to mid-funnel assets float in the right margin, giving people the opportunity to engage more deeply with Tanium without interrupting the reading experience. Endpoint is also architected to advance a learning agenda, so Tanium can learn which audiences engage most with which ideas.