Case study: From zero share of voice to 171,700 in targeted reach

The challenge 

A software company with no share of voice against its core competitors approached brass neck for support. It needed a media profile built from a standing start - one that would land with tier one technology, vertical and business media, and speak directly to its precise buyer demographics rather than a general tech audience.

The approach

1. Messaging house. An in-depth review of the company's messaging, establishing a framework the in-house marketing team could build owned content around.

2. Strategy. Drilled into business objectives, product and USP, layered with market analysis, to build an integrated communications strategy.

3. Execution. Established a reactive commentary programme alongside a regular news pipeline and thought leadership for the senior leadership team. This was mirrored in an owned-blog pipeline to drive SEO value and message consistency.

The result 

In eight months, the business went from zero share of voice to 22 pieces of coverage generating 171,700 in targeted industry reach within its precise buyer demographics - establishing immediate share of voice against its closest competitors and boosting GEO performance.

Two award shortlistings, one of which was Highly Commended, elevated the employer brand, while a parallel owned content pipeline maximised SEO value and kept messaging consistent across every inbound touchpoint.

If you're looking to build share of voice from a standing start, drop us a line at hello@brassneckhq.com.