cost per attendee targeted low if mostly own list promotion. - PR: measure increased direct traffic or brand search volume after a media appearance (indicates awareness jump). By executing across these prioritized channels with coherent messaging and frequent touchpoints, RTC can efficiently build pipeline and also brand reputation in the market. 5.5 Thought Leadership & Content Strategy To establish RTC as a thought leader and attract our target audience, well focus on creating and promoting content around trending topics that resonate with CIOs, CFOs, and procurement professionals. The content strategy will revolve around a few pillar themes , each producing multiple pieces in different formats: Trending Topics & Pillar Content Themes: Hidden Costs & Savings in IT A theme focused on uncovering where organizations commonly overspend and how to address it. This taps into current CFO/CIO interest in efficiency. Examples: Whitepaper: The 7 Hidden IT Costs Draining Your Budget in 2025 (with data such as cloud waste percentages , unused licenses, etc., perhaps referencing that 82% find managing cloud spend a top challenge ). Blog series: each covering one hidden cost area (e.g., Shadow IT SaaS Subscriptions How to Find and Reclaim 15% of SaaS Spend). LinkedIn short video: IT Cost Minute: Where to look for quick savings summarizing one or two points from the paper. Virality potential: People love checklist/insight pieces that reveal something they didnt know. Titles like hidden costs entice clicks. This theme meets a broad audience (finance and IT both). Negotiating with Tech Giants A theme tapping into current news of vendor price hikes, audits, and how companies can push back. Examples: Webinar: Negotiation Clinic: Microsoft, Oracle, SAP Tactics to Reduce Renewal Costs (timed maybe before common Q4 renewals). Blog: What to Do When Your Software Vendor Raises Prices (Again) referencing any recent known vendor moves (like if Microsoft announced a price increase in 2025 as they often do). Case study article: How [Client] saved 25% on their Microsoft Enterprise Agreement show practical steps. Infographic: The Vendor Audit Playbook with steps and outcomes. Virality potential: High among procurement and IT circles dealing with vendor dominance is a pain point that is widely relatable. Possibly partner content: e.g., co-author with a SAM tool company to widen reach. Cloud FinOps & the Future of IT Spend Cloud cost optimization is hot (FinOps Foundation is growing, Gartner publishes a lot on it). Content bridging FinOps and overall IT financial strategy positions RTC well. 1. 2. 9 8 3. 4. 5. 6. 7. 58