How do you engage mid-sized businesses when they are used to being ignored?
A global technology brand had an engagement challenge. While the brand had a strong presence in the enterprise sector, it was wanting a way of connecting with mid-sized businesses through their content marketing.
Initial research revealed that there was a significant gap in IT-related content specifically tailored for mid-sized businesses. Most existing resources from competitors and more generally either focused on small startups or large corporations, leaving mid-sized companies underserved.
The challenge
To successfully position the brand as a trusted resource for mid-sized businesses, the content strategy needed to:
Address their specific concerns relating to technology, including cybersecurity, hardware, digital transformation, productivity, and operational efficiency.
Differentiate the brand from competitors by offering deeper insights and more actionable value.
Establish a strong brand narrative that resonated with mid-sized business’ aspirations.
Drive engagement and lead generation through structured content sequencing.
The thinking: powering human progress
After audience research to understand how mid-sized businesses perceive and interact with technology we crafted a content strategy centred around a dedicated content hub wit the positioning Powering human progress,
This ensured alignment with the brand’s existing vision: Empowering individuals, businesses, and communities to thrive in a connected world.
Key strategic elements
Keyword-focused content around key business concerns that went beyond surface-level information to provide real insight and practical guidance:
Keeping pace with opportunity in a digital world.
Creating more agility within your business.
How to risk-proof your business.
How forward-thinking businesses treat people differently.
Content was tailored with region-specific examples, language, and industry insights to make it more relevant, with aspirational imagery to reflecting the growth and ambition of mid-sized businesses.
Implementation
The content hub was designed to guide mid-sized businesses through the buyer’s journey, from awareness to decision-making.
The strategy included:
Sequenced content marketing: Delivering thought leadership and practical solutions across the funnel, from top-of-funnel educational content to bottom-of-funnel conversion pieces.
Multi-channel distribution: Supporting the hub with social media advertising, email marketing, and paid media campaigns.
Lead generation through long-form content: Whitepapers, reports, and interactive tools encouraged sign-ups and engagement.
-
![]()
Whitepapers
-
![]()
Social media posts
By adopting a strategic content approach, the global tech brand was positioned to build stronger connections with mid-sized businesses. The content hub provided ongoing value, establishing the brand as a trusted partner for SMBs navigating the complexities of technology adoption.
Positioning the brand as a thought leader in technology solutions for mid-sized businesses.
Increasing audience engagement
A sustainable content ecosystem, ensuring ongoing relevance and long-term brand association.
Differentiated market presence
Ready to push new frontiers?
We gravitate toward smart people tackling big challenges. Complex products, ambitious goals, and bold ideas pull us in. Let’s make something great together.