Building thought leadership in tech

American IT company Aruba wanted to position itself in the Danish market and RelationsPeople translated complex, internationally oriented material into local content, resulting in a thought leadership approach.

American IT company Aruba, a developer of network solutions, wanted to position itself in the Danish market and subsequently build a thought leadership position in network solutions and technology in general, targeting both IT professionals and IT decision makers.

The challenge was to build on hard-to-reach and highly technical content. Network is a complex area with a limited target audience in the Danish market. This also applies to the trade press, where very few technology journalists cover the field.

RelationsPeople acted as part of Aruba’s international agency network, working closely with Aruba’s European headquarters in the Netherlands and the lead agency in the UK. At the agency, we received a large volume of press releases, blog posts, background papers and event presentations, often complex, product-specific and with an international focus, which we translated into local content, including the creation of a regular tech column in Computerworld.

The solution was a thought leadership approach. We edited the product stories and selected relevant points that could add either opinion or new insight to current debates and topics in the media. By choosing the debate format and adding the debate track to the technical content, we were able to broaden the target audience. And by making interesting points about, for example, IT security, the potential benefits of 5G and digital transformation, we were able to appeal not only to the few tech media outlets, but also to the broader business media. Aruba strengthened its position as a leading network provider.