Case Study: Kickstarting Content Marketing for a Tech Giant’s New B2B Business Arm

Carving out a position for a challenger brand facing industry giants in the geolocation space

Key results

Kickstarted the client’s content marketing efforts through strategy, project management, and execution
Enabled the client to demonstrate their product’s use cases despite limited client stories
Supported the brand launch with a website and blog content, and through coordinating with media partners and third parties (eg, academic researchers)
Supported product launches with client-facing factsheets, webpages, and articles, as well as internal info briefs for the use of product, sales, and marketing teams
Average 76.18% month-on-month increase in organic traffic

Our client wants to become known as the preferred provider in Southeast Asia and to challenge competitors in the global market.

The client is a new player in an industry dominated by brands that are >20 years old (and that remain popular today).

Enterprise customers want a solution tailored to their use case, and especially one with granular data about Southeast Asia.

Our client’s end-to-end (hardware + software + service) solution sets it apart from its competitors. This unique positioning allows the client to claim a separate category, even as it competes in the individual micro-categories where competitors are present.

The client can also leverage its company culture of knowledge-sharing to tell stories about how it’s developing technology that enables tailored solutions and granularity. This approach is also known as “working with the garage door up“.

Strategic approach

Use case demonstrations

Although our client is a new player, it has a parent company that tests and uses its technology and solutions. We thus identified that parent company as a B2B customer for our client for the purposes of content marketing.

Unique positioning

We focus on addressing problems that best benefit from an end-to-end solution like the one our client offers. (It’s difficult for our client to compete head-on with legacy brands when it comes down to micro use cases/specific services, but they can claim the upper hand when it comes to offering a comprehensive, total, tailored solution.)

Attract expert audiences by ‘working with the garage door up’

Our client has a strong company culture of knowledge-sharing and has an engineering blog. We leverage this strength to attract highly knowledgeable, technical, and expert audiences by ‘working with the garage door up’ — delving into the experiments, thought processes, challenges, and results in the process of solving real-life problems.

Deliverables

Content strategy across 4 product categories for both SEA and global audiences
Year-round content ideation for website, social media, newsletter, and events
Content creation – from ToFu to BoFu; both customer-facing and for internal use
Content marketing coordination with third parties like media partners and academic researchers
Content distribution (LinkedIn) — content creation, design coordination, posting, and social monitoring