For this week’s musings on thought leadership, I present to you, dear reader, a case study. This case study highlights ghostwritten work I’ve written (and am still doing) for a long-term client over the last two years.
The Client
The client provides recruitment and resources for career growth to women in the tech industry. They also assist companies (mostly startups) hire female leaders and rising stars in software engineering, product management, UX/UI, design, and support services. Their mission is to elevate 1,000 women into leadership roles in tech.
The Goal
They wanted an expert to write regular content that positioned them as a thought leader in tech recruiting and in the issues that are important to women. I’ve written two blogs a month for this client for almost two years.
The Content
The content focuses on several areas, including job searching and recruitment, working in the tech industry, HR issues like culture, DEI, and compensation, leadership and management, and policy issues like pay transparency and pregnancy discrimination. The target audience is women of all ages interested in starting or building a career in the tech industry. About half of the content focuses on women further marginalized because of race, income, family status, or location.
The client decides the content topics, but they value my input when I see a conflict or an interesting twist on an existing theme. No matter the topic, I’ve done a lot of research to make sure our content is informative, accurate, and helpful for the reader. I write the content in the voice of the company owner, who is thoughtful, knowledgeable, experienced, sassy, and all female. Each blog is shared via LinkedIn, Instagram, and email newsletter.
The Results
As of mid-2022, the client has seen very positive results, including:
- Blog unique pageviews increased 6.81% over a year and 46.96% in 90 days
- Average time on blog pages increased 42.44% over a year and 75.26% in 90 days
- LinkedIn reactions increased 1,992%, and shares increased 2,500%
The Future
The work continues. As a team, we constantly try to improve our content and answer the burning questions the target audience wants to be answered. A thought leader is only as good as their content.
Please read more on the PDF below. I hope it highlights for you just how critical a good content marketing campaign can be to build a stellar thought leadership reputation.
If you’d like to start a thought leadership campaign, contact me today. I’d love to help you!
