5 ways a tech company shaped content to boost its profile

Zebra Technologies makes barcode scanners, hospital technologies and chips in NFL shoulder pads. Here’s how it branded itself as a leader in the ‘Internet of Things.’

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Editor’s note: This story is taken from Ragan Communications’ distance-learning portal Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.

If you’ve worked for an enterprise with an ambitious content agenda, you’re used to cranking out copy and videos to call attention to your brand.

But are you doing all the work necessary to establish a successful agenda that draws headlines, scores impressions and establishes your organization’s leadership in the industry?

In her session “How a proper content strategy can make you a corporate communications powerhouse,” Therese Van Ryne, head of global PR for Zebra Technologies, details a campaign’s success in a cutting-edge area.

By providing knowledge and valuable data to its audience, Zebra placed more than 100 pieces of content each quarter, generating nearly 2 billion impressions from September 2016 through the end of the year. More coverage followed last year.

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