Rebels with a cause

Authenticity is the key to building trust with any audience. If we were going to help our client create content that was thoughtful, provocative, and authentic, we needed to get to know them well, so interviews with regional sales leaders were first on the list. We examined the core audience to understand what messages and tone would most resonate with them. Thorough research regarding their products and markets followed.

We developed short articles, one for each of the SaaS company’s six regional sales leaders to share on their LinkedIn profiles. We supported each one with images and copy for three posts designed to drive traffic to it. These articles provided fresh insights on emerging industry challenges, such as “Surviving Labor Shortages” and “Upskilling or Reskilling Your Existing Workforce,” and how the sales directors would address them. To guide the strategy for publication and ensure these articles reached their widest possible audience, we built a nine-month editorial calendar. This was just the start, though. Building a true thought leadership presence takes a lot of time and ongoing dedication.

The articles and their accompanying posts earned more likes, views, and shares compared with other content the sales leaders were posting on their LinkedIn accounts. Our strategic approach set them up for future success as they continued writing, posting, and sharing.