Bylined thought leadership articles are foundational to any integrated PR campaign. This is especially true in the enterprise technology market where vendors are aggressively competing for mindshare. I work with clients to identify relevant industry themes that will be pique the interest of IT editors and then draft bylined articles on behalf of their executives and get them placed in the publications that reach their target audience. Below are just a few articles that I authored and secured placement for clients.
Inspiration for bylined article topics can strike at anytime. Recently I found myself binging the excellent Netflix series World War II in Color and during the episode about The Battle of Britain, the series narrator was describing how the British devised a creative strategy to detect the German Luftwaffe via a combination of radar alongside a cadre of 30,000 human spotters. This notion of innovative technology being paired with human intelligence brought to mind the novel approach taken by email security provider IRONSCALES as their platform leveraged a combination of Artificial Intelligence (AI) alongside a growing community of security analysts who could provide real-time context regarding in-bound email threats. In addition, the 2020 RSA Conference was fast approaching and its theme was ‘The Human Element’ providing a topical angle to make a potential thought leadership article relevant and timely. Within a couple weeks, I had drafted an article (“What the Battle of Britain Can Teach Us About Cybersecurity's Human Element”) based on this premise and successfully secured its publication in Dark Reading, one of the leading cybersecurity trade publications.
Apptio is the pioneer of Technology Business Management solutions. Their cloud-based solution helps CIOs understand and rationalize their IT investment so they can make more informed technology decisions. To promote thought leadership with this audience, I authored and placed this article on behalf of Apptio’s CEO using Michael Lewis’ Moneyball analogy to frame why CIOs require a new set of metrics to measure their organizational effectiveness.
Zayo is a global provider of telecommunications and infrastructure services. One of their primary business objectives was to extend their reach from selling commoditized connectivity to telecom and managed service providers to focus on selling a variety of value added cloud services in key vertical markets such as Financial Services. As part of a broader campaign, I collaborated with their EVP of Financial Services to write this article (“Hybrid Clouds are Transforming Financial Services: Are You Ready?”) and secured its publication in Global Banking Finance Review.
Blink is a Seattle-based user experience research and design firm dedicated to helping clients achieve their business goals through a flexible user-centered design approach. With a deep focus on software usability and Seattle being home to a wealth of software companies, they wanted to drive greater awareness of their research-based approach to user experience in the local market. Working with the firm’s two principals, we defined a series of content themes that converged with topical trends, resulting in this story published in GeekWire (“Apple Siri Turns One: Do Users Care”) that examined the success and shortcomings of Apple Siri a year following its launch.