Establishing thought leadership through content

CLIENT
BullsEye Telecom

KEY SERVICES
Content Strategy, Development

THE CHALLENGE
Bullseye Telecom, a multi-location communications supplier, leads the industry in providing secured communications, powerful networks and advanced technologies to businesses. With a newly revamped website, the company was looking for content to drive people to the site and reinforce its role as a leader in the communications industry.

OUR APPROACH
There’s a fine line between thought leadership and sales materials – you need to express your expertise in both; but in thought leadership, the sales and marketing messages are subdued. WayPoint looked at industry trends and hot topics, as well as searched keywords, before tapping BullsEye’s pool of experts for additional content ideas and developing a cadence of article topics.

When drafting the individual thought leader materials, we incorporated the BullsEye expert’s voice to give the material some personality and, again, not be confused as a sales piece. Once the content was approved and with our graphic design partner for layout, we adapted the information for use on the company’s blog.

Completed materials were used on social media, the company website and blog, and were provided as resources to the sales and account teams. In the first three quarters of the year, seven thought leadership articles were produced. This ongoing content calendar helps keep BullsEye in the forefront of the industry and provides for organic, updated, relevant information to be shared on the company’s digital platforms.

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