WHAT WE DID
Market research and gap analysis, thought leadership design and strategy, survey questionnaire development, executed an online survey as well as approached leaders in the sector for a series of feature interviews, survey and data analysis and key insights development, report writing, report design, associated content development, media outreach.
THE BRIEF
To raise Equinix’s profile in Australia’s mining sector. While Equinix has already worked in the mining sector, the industry has become a key focus and Equinix needed to raise its profile and be more widely known in the sector at large.
APPROACH
We recommended that Equinix develop some solid and credible thought leadership in the sector that would be timely, relevant and well-received. A “big rock” thought leadership report would help Equinix meet its objectives by providing a solid content asset that could be used in direct marketing campaigns, paid media campaigns, across social, as well as be used in the media to attract media coverage and further get the brand out there.
We canvassed the landscape to determine where there was a gap in the market for such a report. This influenced the final content design and overall framework for the report. We then executed a series of interviews and an online survey to collect meaningful data about tech trends in the sector, followed by data analysis, report writing and report production. This was followed by media outreach to secure media coverage.
RESULTS
According to Equinix, this report was one of their most successful content pieces, especially when it comes to quality thought leadership to pique the media’s interest. The report was successfully used to engage prospects as well as to drive brand awareness and lift Equinix’s profile in the mining sector.
