Thought Leadership Positioning
Acuity specialise in turning national and global brands’ marketing strategies into campaigns that resonate with local audiences. Acuity had identified that they wanted to refocus their Sales and Marketing on new business.
Acuity aimed to go further than empathising with the particular pains of their new target market. They aspired to understand where the needs of leads could be met with a fresh, differentiated and competitive proposition.
year: april 2017
deliverables: branding, content marketing, website
We reached the conclusion to create thought leadership long form content, in the format of a whitepaper, to educate Acuity’s prospects about Acuity’s unique services. Next, we would help Acuity to develop a new website with a real prospect focus, rather than a website where Acuity is the centre of attention.
We designed the whitepaper to start to qualify Acuity’s ideal leads by exploring a topic of interest from their sector in professional yet engaging language, presented in a stylish document. We helped Acuity to develop a new website to focus on their target persona’s needs and crystallise their positioning.
Acuity could present their proposition more easily, so prospects could qualify themselves better. The whitepaper was shortlisted at the UK AGENCY AWARDS 2016 for the best content marketing campaign (for agency promotion). Plus, it inspires Acuity’s new thought leadership blogs and social posts.