LinkedIn Thought Leadership Magazine and Content Repurpose
About the Project
We collaborated with LinkedIn on a project supporting technology marketers.
Together, we launched Underscore: a magazine for tech marketers, by tech marketers.
The inaugural edition explored topics such as:
- How to leverage B2B reviews for good
- How to successfully market cloud solutions in a flooded market
- Unexpected reveals about the technology buying committee
- Data-driven insights about computer and network security professionals
Objectives
- Leverage existing content in a new, high value piece that champions technology marketer stories and share industry insights and useful tips.
- Grab the attention of busy tech marketers
- Invest in key enterprise client relationships
- Creative, fun promotion campaign
Results
- Emphasized LinkedIn’s deep expertise in the technology industry and as a trusted resource for technology marketers.
- Improved marketing and sales customer engagement by providing valuable information and highlighting their real-life success stories.
Related Results
Comprehensive Content Audit
We audited all existing content on the website, broken out by content type (ebooks, webinars, case studies, blogs, etc.) and categorized it by recommended action.
Sales and Marketing Buyer Journey Assessment
As part of the consulting process, we interviewed a number of the client’s team members (executives, sales and marketing leadership) to fully understand the company’s...
Public Relations and Thought Leadership Program
We worked with a large 3PL to identify relevant storylines and develop a point-of-view on timely industry topics, and leveraged deep relationships with key national,...