Rohini Dhar > Resources > Impact Stories > Create a positive brand image through thoughtful interventions

Global IT Leader Enhances Brand Image through Innovative Content Strategy Across Key Markets.

About the Company

An IT services firm serving key markets in the UK, Europe, APAC, and ANZ, specialising in providing comprehensive solutions. The company helps organisations manage diverse, multicultural user bases across geographies and multiple time zones.

Key Goal

Create a positive brand image through thoughtful interventions.

STRATEGIC RESPONSE

Yes, digital marketing opened the vistas to personalisation. But at this point, we were moving into an age of hyper-personalisation, thanks to AI and Machine Learning. We had moved on from vanilla ABM, mostly educational and gated content into an era of omnichannel approaches, with community-driven content that drives trust. Thus, while practical content remained essential, thought leadership had gained increased importance and the target audience was primed to tap several experts, do their own research online and only then arrive at a decision. Therefore, we evolved a strategic marketing mix that focused on creating personalised content based on analytics and building confidence using the Founder’s personal brand and equity to inspire trust in the brand.

82% of respondents were more likely to trust a company whose CEO and leadership team engage on social media, translating into stronger customer relationships and loyalty, which can significantly impact B2B sales. – A Bradnfog Study.

MEASURABLE IMPACT

  • Elevated Return on Content Investment (ROCI) and pipeline influence

  • Engagement from key accounts increased manifold. Email opens increased by 40% and clicks increased by 35% Q-o-Q.

  • Engagement Rate on LinkedIn increased by 64% Q-o-Q

  • Increased Brand Awareness

  • Backlinks increased by 40% Q-o-Q

  • Social shares and media mentions increased by 100% Q-o-Q

  • Visits to website from Social Media accounts increased by 82%

  • Multiple Stakeholder Impact

  • Views and Shares within organisation increased by 67% Q-o-Q

  • Social shares and media mentions increased by 78% Q-o-Q

Email Opens rose by

40%

Engagement Rate on LinkedIn rose by

64%

Website Visits from Social rose by

82%

HOW THIS WAS ACHIEVED:

  • Personalisation
    We used real-time data to create more individualised experiences, delivering highly relevant content to buyers based on their specific pain points, behaviours, and interactions across channels. The focus was on delivering value at every touchpoint, in a more dynamic and responsive way.

  • Prioritised Video & Interactive Content
    Instead of supplementing our Content Strategy with Videos, we made it one of the main formats, especially short-format videos and GIFs. This led to an exponential increase in the engagement rate.

  • Data-Driven Content
    We emphasised on predictive analytics and SEO insights and optimisation for content generation, audience segmentation, and even email content personalization.

  • Emphasis on Thought Leadership and Trust
    Authenticity, transparency, and sustainability were the cornerstones of our content. We amplified C-suite generated content and highlighted their contributions to webinars, podcasts, and articles, significantly increasing Followers on LinkedIn Company page and new Users on Website.

  • Omnichannel Content Strategies
    Diversifying our content across all touchpoints, while ensuring consistent brand messaging, imagery and personalisation, created a cohesive journey for Buyers, whether they interacted through email, social media, webinars, or in-person events.

#contentstrategy #omnichannel #innovation

62% of Google searches feature video, and it drives an average 157% increase in organic search. – MarketingLand

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