- Create thought leadership articles to inform, educate and attract B2B leads
- Help maintain Singtel's image as an industry leader
- Craft detailed content providing value to high-level execs looking for business solutions
Singtel are one of the largest telecoms companies in the world. With over 23,000 employees, an excess of 550 million mobile customers and revenue exceeding $7 billion, they know what they're doing.
But let's be honest, even for some of the biggest brands in the world making an impression online and maintaining a thought leader position is tough.
I was approached by a marketing agency to create numerous thought leadership articles that were to be used to help facilitate a new marketing campaign. The aim of the campaign was to land more B2B clients for Singtel's enterprise business solutions.
The marketing agency who had been tasked with overseeing the project already had an idea of what aspects of telecoms and business communications they needed to cover.
I was approached when the agency had a rough idea of the topics that needed to be covered.
Taking these general ideas, I used powerful content marketing analysis tools including BuzzSumo and Opensite Explorer to understand which articles had the highest number of social shares, backlinks, and SERP standings.
These results were bolstered through Hootsuite's Keyword search to understand how users were talking about the key aspects on social media.
Pulling all of this information together we decided on the angle we would employ and how best to address each topic.
I then submitted a plan for each article which, upon approval, was turned into concise, snappy thought leadership articles. After a round of revisions we had numerous articles ready to publish.