Realize the Power of Content

We’re Tendo, an end-to-end B2B content agency. We plan, create, and optimize integrated content experiences that help you meet your most challenging business goals. We've helped some of the best-known B2B tbrands to scale their content marketing programs and elevate content strategy initiatives.

The Tendo team is comprised of experienced strategists and creatives who can translate your unique value into an engaging story that connects with your most important audiences.

Our work spans channels, content types, messages, and media. We dig into your business challenge and your audience’s informational needs and make them our own. Then we apply proven strategies and create successful programs that solve for both.

We’re Silicon Valley veterans, digital natives, thought leaders, and innovators with a passion for developing content that drives action.

Let’s create great content together.


$150 - $199 / hr
10 - 49
Show all +
San Francisco, CA
  • 535 Mission St., 19th floor
    San Francisco, CA 94105
    United States
other locations
  • 777 6th St., NW
    Washington, DC 20001
    United States


Key clients: 

Cisco, VMware, Salesforce, Autodesk, Sodexo, FiServ

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We created a framework for Cisco to drive revenue by getting visitors quickly to relevant, high-quality, actionable information.

The Situation

As part of a redesign of an outdated and overloaded site, Cisco needed to ensure users could quickly and easily find information on Goals included an increase in overall traffic to the site, doubling visitor engagement with content, boosting lead

generation, and decreasing costs and resources needed to maintain the site.

The Challenge

Most stakeholders didn’t have a stated purpose or goal for the website. The existing pages were glorified data sheets and the site was seen as a nice-to-have rather than a powerful tool to fulfill business needs. The project became a forcing function to uncover friction points in how products were sold—and the journey customers took to get there.

The Approach

-Conducted in-depth research and architected a content framework which, once built, could easily be expanded and maintained across the entire site

-Carried out a current state analysis, as well as competitive and best-in-class reviews

-Interviewed key stakeholders and target audience members

-Developed a content architecture and replicable, scalable content models—that included organization, prioritization, and copy specs—across key page types, e.g. Category, -Subcategory, Hardware, Software, Services, Solutions, Industries, and Segments

The Result

-Increase in unique visitors: 15%

-Increase in task completion: 13%

-Increase in click-through rate: 68%

-Increase in "contact us" clicks: 32%

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Thought leadership content for higher education

By creating a trends report, we helped Sodexo position itself as a global thought leader on higher education and campus life

The Situation

Sodexo Universities, a leader in campus dining and facilities management for public universities and private colleges, sought to engage university leadership in a new way. Already well-known for its food services, Sodexo had an opportunity to share its point of view about its

robust offering around a bundle of quality-of-life services for students and staff.

The Challenge

To position itself as a thought leader on higher education and campus life, Sodexo wanted to create a global report on key trends affecting the student journey and campus experience, featuring unbiased insights from world-class education experts and researchers.  

Tendo helped Sodexo refine its marketing goals, and uncovered the need for an asset that would drive brand awareness, brand education, and sales enablement. Tendo’s recommendation: Don’t merely create a report; build an integrated content campaign around this anchor asset and share the story across multiple channels.

The Approach

Tendo led a complex collaborative effort to:

-Create an Editorial Advisory Committee in tandem with the Sodexo Institute for Quality of Life, an in-house think tank, then interview 11 education experts around the world.

-Bring the story to life in a 32-page print and digital 2018 Sodexo University Trends Report, which balanced approachable language with academic rigor.

-Translate the text seamlessly into a range of content formats—blog posts, social posts, emails, videos, and infographics. 

The Result

Sodexo had never produced thought leadership content and a campaign at this scale, and the effort paid off. The report generated immediate buzz and helped their sales teams expand relationships with existing and new university accounts. 

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A taxonomy for dynamic content personalization

We optimized Salesforce’s taxonomy and tagging strategy to enable a more dynamic, targeted, and personalized user experience on

The Situation

Salesforce wanted to evolve its content taxonomy to facilitate personalization on its website. Personalized content delivery creates richer user experiences, deepens customer relationships, increases engagement, and boosts conversion rates. But successful

personalization requires a solid back-end taxonomy and tagging strategy to serve up the right content.

The Challenge

Several different taxonomies were being managed in multiple systems. The digital content strategy team needed a consolidated, enterprise-wide, user-friendly taxonomy with a clear roadmap for long-term management and governance. This would allow for consistent tagging, which is essential for effective personalization.

The Approach

-Researched end-user priorities and validated current taxonomy structure with stakeholders across teams

-Audited existing taxonomy structures and their current application and use across the content ecosystem

-Defined pilot personalization use cases and rules

-Prioritized content attributes used to drive personalization

-Mapped workflows and developed taxonomy governance framework

-Recommended reorganization of taxonomy namespaces and categories

The Result

“We brought Tendo in to validate a taxonomy that was created for us years before we could use it for dynamic content personalization. Tendo corrected course for us and showed us that while we had the proper tags, many were organized incorrectly. We now have more than 750 assets consistently tagged and ready to be surfaced across our website using simple business rules. Tendo also helped establish best practices for tagging, which allows various parties to tag content similarly.”

–Arthur Patterson, Content Strategy Manager, Salesforce

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Adobe Marketing Cloud

We developed a strategic content marketing approach to help Adobe increase relevance, scale, and compete.

Adobe’s Marketing Cloud is an integrated, digital solution, enabling marketers to optimize campaigns and digital experiences. The opportunity in the category is enormous, and the competition, fierce.

To better compete, Adobe needed to evolve its approach to its Marketing Cloud content. Inconsistent quality and

volume hindered an in-depth exploration of industry concerns and called into question Adobe’s commitment to key industries and trends.

As we immersed in Adobe and its content, we discovered many opportunities for improvement. We distilled our learnings into a content marketing strategy—a blueprint and operating manual to create diverse, relevant, industry-specific content, across the buyer’s journey.

The optimized model provided a scalable approach for content planning, themes, types, distribution, and measurement. We included a content development process, with insourced, outsourced, and hybrid options. Finally, we proposed an editorial strategy that aligned and intersected business trends with industry-specific challenges.

The optimized model provided a scalable approach for content planning, themes, types, distribution, and measurement. We included a content development process, with insourced, outsourced, and hybrid options. Finally, we proposed an editorial strategy that aligned and intersected business trends with industry-specific challenges.

The Result: Adobe now produces a more compelling mix of videos, case studies, and first-person perspectives from Adobe experts, speaking to specific industries and business trends, with greater prominence and increased accessibility on

By evolving its approach, Adobe was able to sharpen how it markets to marketers, meeting the informational needs of a highly sophisticated audience.