Guest Posting & PR Strategy: - Identify top outlets: e.g., CIO Dive, CFO Dive (Industry Dive) , TechTarget , InformationWeek , Forbes Tech Council (if members), Finance-specific sites (CFO.com) . - Pitch unique angles from our content: e.g., from the Trends 2025 report highlight one surprising stat for a press story. - Possibly share our content or expertise when timely news hits: e.g., if a big vendor announces price hikes, quickly publish a blog Our take on Vendor X price change how to mitigate and pitch that commentary to journalists covering the story. - Align thought leadership calendar with key industry events: e.g., publish relevant content a week or two before Gartners symposium (when topic is hot) etc. Internal vs External Content Production: - Probably have internal SME for conceptual input (the consultants themselves have insights). A marketing writer may draft content based on SME input to maintain quality and frequency. Possibly outsource some initial heavy lifts like designing a nice whitepaper or infographic. Credibility: - Use data and citations (like we have done with sources) to make content authoritative. Possibly partner with a survey company or do our own small survey to get original stats. - Include mini case references (with permission, even if anonymized a large retail client saved 20%...). - Encourage senior execs at RTC to be visible (e.g., CEO writes a bylined article on LinkedIn or others). - Consider writing thought leadership pieces on emerging stuff like AI cost management to be seen at frontier of issues. Content Promotion: - Each big piece (like the trends report) gets multi-channel promotion: press release, LinkedIn posts (multiple), personal outreach to key prospects (thought youd find this report useful), email blast to subscribers, possibly small LinkedIn ad campaign to drive downloads by target titles. - Reuse content: A webinar recording becomes a gated video. A report's key points become an infographic. Blogs can be compiled into an e-book later, etc. Guest Appearances: - Appear on relevant podcasts (there are tech procurement podcasts, CFO podcasts). - Host joint webinars with partner companies (say a SAM tool vendor or FinOps Foundation cross-pollinate audiences). Editorial Focus: - Keep tone educational not salesy in content (80-20 rule: content value vs promotion). - Emphasize practicality: checklists, frameworks like Our 5-step cost optimization framework make content sticky and shareable (people love frameworks to follow). By consistently pushing these thought leadership pieces, RTC will build a reputation as the firm with all the smart insights on tech spending. This not only attracts inbound leads but also warms up outbound efforts (prospects recall reading something helpful from RTC). Over time, this strategy can also allow slight content personalization per industry if needed (e.g., one blog specific to Financial Services IT cost trends, etc., if expanding). Calendar Integration Example: - Use awareness dates: E.g., End of Q4 many renewals occur in Q3 publish content prepping for that. - CFO budgets finalize around Q4 early Q4 provide content on trimming budgets effectively, etc. Focus on topics like hidden costs, negotiating with vendors, FinOps, ROI of IT covers crucial ground that appeals to our personas and leverages trending pain points (cloud cost skyrocketing, economic pressures in 2025, etc.). Executing with strong evidence and clear guidance will position RTC as the authoritative voice in its niche. 60