Green steel thought leadership campaign

I worked with one of the scientific experts at my client company to talk about the steel industry, elevating his profile as a thought leader on sustainable practices within the sector. We created several blog posts and a LinkedIn series to build on his pre-existing credibility, and ensure that his audience strongly associates him (and his company!) with the topic.

How we did it:

• Content creation: I wrote a series of blog posts capturing our expert's unique tone – very approachable yet knowledgeable – discussing the future of 'green steel' and the pivotal role of technology in sustainable steel production.
• Video and shortform content: Strategically expanded the campaign by planning and scripting a series of short videos and shortform written content for LinkedIn. This multimedia approach diversified the content delivery, amplified the campaign's impact and took advantage of the expert's great personality!
• Targeted engagement: Focused on delivering technical content that was genuinely interesting to industry insiders, but keeping the overall voice approachable to engage the audience across seniority demographics. This widened the expert's influence and helped to spread a broader understanding of sustainability issues in the steel industry, an issue close to his heart.

Impact: The campaign successfully bolstered the expert's authority and associated him prominently with the topic of 'green steel' within his peer community, building audience recognition and trust. This also elevated the company's profile as a leader in providing innovative solutions to the steel industry.