At its core, Thought Leadership is a type of content marketing that takes advantage of the talent, experience and passion to respond to top questions or doubts in the minds of VMware's target audience, on how to accelerate digital transformation based on four strategic IT priorities: modernizing data centers, integrate public clouds, empower the digital workspaces and transform security; in the format that target audiences like to consume.
Thought Leadership is the result of a strong content marketing strategy, leveraging topics and trends to make information "searchable" and "shareable".
Tactics implemented to increase awareness and visibility of the brand:
- Networking with the media, offering knowledge, advice, experience and opinions to the market as Thought Leaders.
- Earned media - meetings with opinion leaders, executive meetings with editors, and interviews with journalists to share stories, scoops and the latest news from VMware.
- Digital PR - quality content generation and digital assets to achieve engagement (interaction with VMware), showing the leaders as experts through digital influencers.
- Promotion of third parties: awards, recognitions and rankings.