Creating Thought Leaders through Penned Article Placement

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THE ISSUE

A number of anti-dumping orders had been placed on a wide variety of raw materials imported from China.  A client was concerned that U.S. import companies, not Chinese producers/exporters were actually going to bear the brunt of that exorbitant cost due to these orders.

THE STRATEGY

Because the metals in question were used by a variety of industries we were able to reach out to editors at multiple targeted publications all over the United States. We tweaked and catered our pitch to underscore our client’s expertise to fit multiple industries. We also took this opportunity to contact print and online reporters at top-tier business publications to highlight his thought-leadership on this timely topic to generate interview interest.

OUR RESULTS

We heard from editors all over the country at an array of publications.  They all asked for penned articles from our client. Because the industries were all different, he was able to write a variety of versions of his article based on each publications’ audience. The publications interested were:

  • ICIS Chemical Business,
  • BreakBulk Magazine,
  • Risk Management Magazine,
  • Industry Week,
  • Recycling Today,
  • Transport Topics,
  • Electronics Supply and Manufacturing,
  • Furniture World, Air Cargo World,
  • Waterways Journal,
  • Business Excellence Online Magazine,
  • Business Excellence,
  • New York Law Journal.

Additionally, we set-up interviews for individual stories with Information Week, and Supply Chain Brain.  He continues to be seen as the foremost expert and thought-leader in his area of law.