How an enterprise logistics brand achieved 50+ media hits in 5 months through a diversified content strategy
The logistics industry in India is growing rapidly, and our client seeks to spearhead that growth with its innovations in freight mobility and procurement. While highly regarded by its clientele, the brand’s media presence was on the modest side. Thanks to our strategy of content bifurcation and thought leadership, our client secured numerous top-tier media hits within a few months and is frequently cited today in industry stories.
Our client is an enterprise logistics procurement and management platform that leverages big data and machine learning to drive smart choices for manufacturing logistics. Established in October 2020, our client had rapidly acquired an extensive list of Indian and international customers. The goal now was for the company to establish itself as the leader in logistics.
As a brand, however, our client didn’t have much recall. There was little understanding of its products in the market, and consequently, little to differentiate it from other logistics players. What the brand needed was a strategy to diversify its content and stand out as a leader – and we knew exactly how to do that.
We began by systematically mapping and identifying key media outlets that covered logistics brands on a regular basis. We divided the content strategy into multiple pillars – Corporate, Product, Thought Leadership and Industry Events – and pitched to different media outlets accordingly. To position the spokesperson as a thought leader, we created quality content for leading journals with the aim of boosting SEO and visibility while improving recall for the spokesperson’s name. Emphasis was also placed on creating content that educated the public about the brand’s products.