Challenge

Leverage the expert opinion of the company’s IT executive to increase visibility of brand.

To communicate effectively how flexible migration and HA/DR solutions help businesses grow and meet modern infrastructure demands to migrate, protect and recover business-critical data using in-depth thought leadership content

Solutions

Align key messaging with evolving business objectives, translated into content with tone and depth suited for highly technical industry topics.

Execute media relations strategy for consistent placement of thought leadership in targeted tech publications.

Highlight leading executives by tapping prominent industry awards.

Tech Image began with a content development strategy that aligned with themes in Vision Solutions’ marketing calendar, tying in time-sensitive topics, news-trending IT issues, pop culture analogies and seasonal references to pique readers’ interest.

Tech Image worked closely with company executives, interviewing different subject-matter experts to research and write bylines that highlighted the breadth of experience across Vision Solutions’ talent pool. Working closely with editors across technology trade publications, Tech Image then pitched these story themes in advance to generate interest in both interviews and content placement.

In addition, Tech Image created processes with internal marketing contacts to adapt long form content into shorter blogs that the company shared on its website, social media channels and with its internal sales and reseller channels. This enabled Tech Image to equip employees with high-level messaging to explain why IT leaders need to consider the solutions, if not the specific products, Vision Solutions provides..

Finally, Tech Image implemented an external blog strategy, determining blogger communities where the agency could share and post thought leadership for engagement with other industry professionals. This tactic played into a larger SEO strategy and leveraged the company’s investment in the content across multiple channels.

Tech Image’s efforts resulted in consistent, monthly coverage of Vision Solutions’ thought leadership, highlighting six different executives across different business sectors. From feature stories and expert opinions to placements in high-profile industry blogs, such as Enterprise CIO Forum, Tech Image secured 16 placements, cumulatively reaching a targeted audience of nearly 2 million.

The agency also adapted the content and developed subsequent pitching campaigns across five different verticals to reach distinct target audiences, including retail, supply chain, legal, government and healthcare.

In addition, the agency’s efforts to showcase Vision Solutions’ executive talent resulted in ComputerWorld naming Alan Arnold, Vision Solutions’ chief technology officer and executive vice president, as one of its Premier 100 IT Leaders for 2015.