AXELOS global best practice – joint venture company created by the UK Government’s Cabinet Office and Capita plc – which develops, enhances and promotes international best practice methods and frameworks including PRINCE2®, MSP® and ITIL® 4. Metamorphic PR has worked with AXELOS since 2014 to deliver a rolling programme of blog content for the AXELOS website.

Creating an international network of experts to contribute thought leading blog content for a company providing international best practice solutions for IT service management, programme and project management


  • To educate and inform individuals and businesses about the value of ongoing skills and knowledge development and certification to help their businesses operate better and achieve successful business change and transformation
  • To promote how AXELOS evolves, develops and updates its best practice guidance to reflect market changes, such as digital transformation and increasing use of methods such as Agile
  • To increase traffic to and time spent on the AXELOS website


  • Working with independent, industry thought leaders to create regular, high quality blog content to educate, inform and build trust with readers.
  • Provide 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.


  • Unique page views for the AXELOS blog: 344,500 (2020-21)
  • Total page views: 386,000 
  • Average page views for top 10 blog posts: 6,200
  • Blog content enables 180 keywords to drive page 1 search results in the UK

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

 “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.  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.”

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