Case Study: Dell achieves 200% audience growth through bold social-impact storytelling with Contently

How Dell Perspectives Grew Its Audience 200% Through Bold Social Impact Storytelling

Dell Perspectives, Dell Technologies’ editorial platform launched in 2017 to showcase thought leadership, faced a new challenge when Christina Westbrook became editor-in-chief in 2020: maintain strong tech coverage while appealing to younger, socially minded audiences and quickly adapt content during COVID-19. The team needed to broaden voices and tackle topics like diversity, inclusion, sustainability and social impact without losing journalistic quality.

Working with Contently, Perspectives recruited a diverse global roster of writers and launched targeted series—Recovering Together, Black History Month, Rebel Women and Pride—that blended human stories with tech innovation. The approach drove strong engagement: Recovering Together (23 stories) reached 24,000+ readers and 40,000 minutes of attention; Black History Month delivered +34% attention time and 1,686% more readers; Rebel Women achieved a 73% finish rate and +494% readership—helping the site grow its audience 200% to reach hundreds of thousands.

Dell

Christina Westbrook

Global Client Solutions