Gone are the days when getting coverage or publishing an article in the print media was a considerable achievement and the coverage attained was framed and displayed prominently. Though newspapers continue to remain a trusted and good source of information, the ‘International Network’, more commonly known as the Internet has gained significant importance, not just due to its global audience, but also because it is interactive and has instant reach. Working at a tool-neutral communication firm providing customized solutions that meet business requirements of companies, I am increasingly working on online branding and new media for the clients that I am handling.
The clear mandate from one of my clients, a leading talent technology company, was to position them as thought leaders and increase their online brand visibility.
Keeping this in mind, in the last few months I drafted and used their white papers to prepare a number of expert articles on behalf of the Chairman and an advisory board member that would help in positioning them as experts in the industry and not merely as the spokesperson of the company, promoting their offerings. These articles were not only placed in leading print dailies such as The Financial Express and Hindu Business Line, but we also published them in a number of online portals. On an average, 9 -11 online coverage were attained for each article, in which the authors were positioned as thought leaders and solution providers in their domain.
The clear mandate from one of my clients, a leading talent technology company, was to position them as thought leaders and increase their online brand visibility.
Keeping this in mind, in the last few months I drafted and used their white papers to prepare a number of expert articles on behalf of the Chairman and an advisory board member that would help in positioning them as experts in the industry and not merely as the spokesperson of the company, promoting their offerings. These articles were not only placed in leading print dailies such as The Financial Express and Hindu Business Line, but we also published them in a number of online portals. On an average, 9 -11 online coverage were attained for each article, in which the authors were positioned as thought leaders and solution providers in their domain.
As a result, the Google Search Ranking and online visibility of the client increased significantly in the span of few months, providing global brand visibility. This has been an enriching and an amazing learning experience for me. Though I always knew the reach and capabilities of Internet, this was the first time that I actually experienced it. Presently I am working on another project in the social media segment and I will post a blog on my experiences with the social media.
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