CAST (Euronext: CAS) is a pioneer and world leader in Software Analysis and Measurement. CAST had worked with PR agencies previous to Gregory FCA, but felt that its story deserved bigger headlines than it was earning to drive thought leadership and lead generation. Software testing is a dry and highly technical topic, one that media journalists are typically not motivated to cover. Gregory FCA, as content marketing partner, assured CAST that it could get its story told in the most desirable trade and business publications in the U.S. One reason: Gregory FCA’s Editor-in-Chief is a former InformationWeek and CBS Radio technology journalist who understands enterprise IT and, more importantly, knows how to find the business story in highly technical topics.
As part of its overarching strategy to gain visibility and business leads for CAST, Gregory FCA first reached out to top-tier business and trade media and networked with editors. The goal: to determine the story elements editors would need in order to consider an op-ed about a topic that was relevant to or about CAST.
As part of our outreach efforts, we contacted editors of The Wall Street Journal’s CIO Journal, whose editors said that the key element they look for in op-ed pieces are CIOs of large corporations who can provide expert counsel and insight on the issues that are most pressing to CIO Journal’s readership. Gregory FCA and CAST identified the top IT thought leaders in its customer base and reached out to these thought leaders to determine if they would be willing to work with CAST to produce an op-ed on a topic of their choice.
American Express’ CIO, Paul Dottle, expressed interest and was very passionate about best practices that American Express uses to assess and manage software risk. Gregory FCA interviewed Paul and provided editorial support to create an op-ed article, ensuring the article was written to the highest journalistic standards and focused on delivering high value to CIO Journal’s readers.
As evidence of the success of this approach, the article was accepted by the editors of CIO Journal with nothing more than a few grammatical changes, and it ran a few days later. CAST now has a reprint for its prospects and customers that validates the effectiveness of the technological approach it takes. Gregory FCA used social media tools and techniques to determine who shared the article, and provided that information to CAST for 1:1 social CRM lead generation. Gregory FCA credits the success of the article and its placement to its upfront research and ability to work with, think like, and write like journalists.