Developing a robust Content Strategy to support Positioning Revamp for global IT leader

If businesses want to stay customer-relevant, constantly aligning their positioning to address customer needs is crucial. Aiming to achieve this, a global IT leader whose solutions are aimed at enhancing engineering R&D, IT, and business operations through end-to-end ecosystems, products, and platforms approached us. The firm wanted to redefine their positioning to maximize brand impact by cutting through competitive noise. They realized that this needed a robust content strategy founded on in-depth research and spanning across the verticals they served.

After conducting a thorough competitor communication analysis along with a series of similar content-based research and audits, the client received a comprehensive six-month content strategy with high-impact marketing collateral based on their new positioning.

About the client

The client is a global leader in providing IT products and services. Its offerings are aimed at enhancing engineering R&D, IT, and business operations through end-to-end ecosystems, products, and platforms.

Business challenge and objective

The client had decided to revamp their existing service positioning in the market. As part of this exercise, they needed a 6-month content strategy and an execution plan that would maximize content reach and impact across platforms. They also sought to design a comprehensive content repository with thematic relevance across their service lines.
In addition, the client wanted to close any gaps in their existing communication strategy.
The services considered for this exercise were:

• Artificial intelligence (AI)
• Cloud
• Cybersecurity
• Data and analytics
• IoT

Netscribes solution

The company turned to Netscribes to achieve these objectives and build a long-term content plan for their revamped positioning.
Netscribes adopted a modular approach to ensure complete coverage across each of the following aspects:
Thematic strategy:

• Evaluate thematic alignment of services with customers’ search queries to arrive at key focus areas
• Ascertain the thematic alignment of services with competitors’ overlapping services to highlight areas of differentiation
• Conduct gap analysis based on competitor benchmarking and thematic interest areas of customers

Targeting strategy:

• List industry-specific themes by geography based on results from the thematic mapping exercise
• Assess communication readiness for each target segment and chart out a tactical plan for service-related content
• Liaise with the client’s vertical owners to identify existing buyer personas for each theme
• Identify common challenges for each buyer persona and showcase alignment with the client’s services

Communication strategy:

• Identify and plan a high-impact content strategy based on revamped positioning
• Develop ready-to-use industry- and geography-specific content collaterals
• Promote relevant content

Approach:

• 1.  Competitor communication analysis and benchmarking

• 2.  Client communications audit and analysis

3.  Strategy development

What Netscribes delivered:

• SEO Analysis
  • •  Search query/volumes (related to the service line) for the client
  •  Search query/volumes (related to the service line) for the client’s competitors
• Competitor backlink analysis
• Client’s internal content audit
• Gap analysis (based on results of previous analyses)
• Thematic strategy development (exhaustive)
• Tactical execution plan development (6 months)