is a joint venture between Capita plc and the Government Cabinet Office, responsible for developing international best practice approaches such as PRINCE2 for project management and ITIL for IT Service Management.

Metamorphic PR has worked with AXELOS since May 2014 to deliver a rolling programme of blog content for the AXELOS website.


  • To encourage individuals and businesses to see the value in ongoing skills and knowledge development to help their businesses operate better
  • To providing the very latest thinking and approaches via freely-available content
  • To increase traffic and time spent on the AXELOS website


  • Worked with industry thought leaders from outside AXELOS to create regular, high quality blog content; demonstrating independence in the content to build trust with readers.
  • Provided extensive content to support marketing communications campaigns surrounding new product launches: featuring a multitude of voices to give the issues around the new product, and the product itself, credence in the market.
  • Expert blog content generated by Metamorphic PR also used by AXELOS’ media relations team to place as feature articles in relevant industry media.

RESULTS (Q1-Q3 2016)

  • Blog unique page views: 54,000 (up 140% year-on-year)
  • Blog total page views: 61,800 (up 145%)
  • Blog average time on page: up 10% to more than 2 minutes
  • Entrances to the website via the blog: 26,200 (up 145%)
  • “I initially approached Metamorphic PR to support AXELOS Global Best Practice, which was in start-up mode at the time, in the creation of a content strategy. Over two years, and several hundred blog posts later, AXELOS is leading the way in thought leadership within our industry and this is thanks in main part to the professionalism and creative input from Metamorphic PR. I would definitely recommend the services of Metamorphic PR to anyone that wants to take their content creation and thought leadership to the next level.”

    Adam Cracknell – Head of Brand, PR and Communications, AXELOS
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