expertIP (Editor): Allstream, a B2B telecommunications company, wanted to reposition itself as a provider of enterprise IT services like unified communications and cybersecurity. To build credibility and trust, Allstream worked with ShaneSchick.com and its ad agency to create expertIP, a community for IT professionals. An example of content marketing done right, expertIP features opinion and commentary from Allstream’s team of subject matter experts, highly experienced technology journalists and industry analysts. The result: Allstream doubled its web traffic, dramatically increased downloads of assets such as white papers and became seen as an authority in its market space. Allstream has since been acquired by Zayo Group, but expertIP continues to publish regularly.
CommerceLab: The University of Waterloo is renowned for its computer science program, but the school wanted to see greater recognition for the research its Stratford campus was doing in areas like user experience design, gamification and digital display. That’s why Waterloo, its PR agency and the Canadian Digital Media Network worked with ShaneSchick.com to oversee editorial operations of CommerceLab, a daily publication that showcases how academic research — not just at the University of Waterloo – can be commercialized into patents or other IP, or become the basis of startups. Commercelab.ca archives can be accessed here.
IT Solutions Exchange: Dell/EMC recognized that engaging with CIOs and other business professionals on LinkedIn is a great way to position itself as a trusted advisor. That’s why the company, along with its PR agency, enlisted ShaneSchick.co to serve as a catalyst for its IT Solutions Exchange Group. This includes starting discussions based on industry news and trends, asking pointed questions and commenting on other discussions that take place. IT Solutions Exchange continues to be a highly active group on LinkedIn for the Canadian technology community.