Nordcloud is a European leader in cloud migration and managed services. Its small marketing team was using Microsoft Copilot to increase capacity and efficiency, but with variable results. We built a content engine – a structured library plus workflows, brand rules and tone-of-voice guidance – to power a custom Copilot agent. The result: consistent, on-brand drafts without lengthy prompts, helping non-writers create supporting copy without using up valuable content resources.
We've worked as Nordcloud's content partner for over 5 years, embedded within its marketing team. It was a small team that needed to deliver global, country and partner campaigns across Europe. Nordcloud had an enterprise Copilot instance, and the marketing team wanted to use it to boost efficiency and scale capability. However, the outputs didn't always reflect Nordcloud's strategic requirements or cater effectively to the CTO/CIO target audience.
With 5 years of Nordcloud content behind us, we already knew what good looked like across every format the marketing team used. We audited that back catalogue and built a structured content library organised by type – including landing pages, event communications, blog posts, case studies, guides and whitepapers, video, infographics, sales collateral, and presentations – populated with the strongest real examples of each.
We also translated our content expertise into clear workflows, brand rules and tone-of-voice guidance, so the agent had best-practice processes to follow. Nordcloud's development team used this content foundation to build a custom agent inside their enterprise, ring-fenced Copilot instance. This allowed anyone on the marketing team to use it to get consistent, on-brand output without lengthy and complex prompts.
Nordcloud's small content team can now focus on strategic and high-value content work, while the wider marketing team uses the agent to support execution: social media posts, landing pages, event communications and autoresponders that stay consistent with the tone of voice and technical accuracy.
As one user, Marketing Specialist Annanya Singh Raina, said: "The Copilot agent has made my life loads easier. Tasks like social copy and event landing page drafts are now much more efficient because they sound like Nordcloud, not generic AI output, and draw on approved content about complex topics. Anna's training also made a huge difference: I better understand principles of effective communication, so I’m better able to tell what needs changing before anything goes out. The training and tool together have challenged me to think differently about how we communicate."
Gunning Marketing played a key role in turning a complex content generation process into an AI tool the whole team could use. They translated content expertise into clear workflows, brand rules and tone-of-voice guidance, so users didn’t need to understand the underlying processes or manage the prompts themselves. Using existing company materials, the agent can produce solid drafts for blogs, case studies and other content. These usually need only minor editing, which has made the process faster, more consistent and easier to scale.
