High growth companies poised to own a category deploy advanced strategies to target their markets. Marketers leading the effort often sculpt advanced thought leadership and deploy it across tactical channels – demand generation, social media and PR. They frequently juggle numerous concepts, well-architected content and marketing technology platforms to orchestrate it all. With the pipeline delivering results, what are the next levels for marketers to consider?
PR is a great conduit of advancement and a way to take pre-existing thought leadership to the next level of return. Here are a few strategies to consider when playing to win —
- Go mainstream with industry transformation. Instead of locking into targeted trade media exclusively, create a national, mainstream business media push. This can be done by extrapolating the key differentiators of a company’s solution and pairing them with timely trends, research data and a logically crafted position. Outlets including Fast Company, The Wall Street Journal and Reuters seek to cover concepts and technologies that deconstruct and evolve all kinds of industries – from the most innovative sectors with a history of advancement to seemingly stagnate industries poised for disruption. Do not assume your company’s offering serves a market that isn’t “cool enough” for the media. The reality is that many sectors off the beaten path are sometimes more interesting to reporters.
- Utilize bylines. Leading media outlets are ready to publish insightful and advanced analysis on a spectrum of sectors and issues in business. Working with an executive to author a powerful piece that gets published demonstrates the company’s expertise and reaches a broader audience outside the usual marketing circle, not to mention supports good old-fashioned search rankings. All kinds of tier 1 media – from Forbes to Wired to Bloomberg – publish meaningful, heavy-weight pieces analyzing a range of concepts in the form of expert bylines. Executives need to communicate their vision. Not only does this advance a company, but a well-done byline is also an important way to connect across sectors and trends.
- Create a joint campaign. Strategic demand generation and content campaigns build pipelines, but industry partnerships with nonprofits or expert research groups offer credibility. When defining a new category, work with other stakeholders and proponents who can support the vision in a joint effort focused on advancing core issues. There are often meaningful resources that can get behind the very challenge a company’s product or solution-set solves. In a collaborative PR initiative, the brand benefits from third-party validation while demonstrating its passion for its market.
Great marketers work on multiple dimensions to drive revenue and returns for their companies. However, there is also a time to analyze big-picture strategies that reach larger audiences and shape the category. The investment in time and resources may deliver a less linear outcome initially, but a well-executed, next-level PR campaign can offer distinction, reach a broader audience and deliver outcomes that push a company into a new sphere of influence.