We were all so grateful for the extra Leap Day with February filled with long to-do lists, back to back campaigns and an intense period of media pitching.

We don’t just do ‘stuff’ – we help clients build campaigns

Here at IBA we pride ourselves on getting as much mileage as possible from every client campaign. We create one piece of content to build out into an entire content stack. This has worked wonders for our international A&D software client’s most recent campaign to support a new product launch for airlines and aircraft operators. The content stack – a whitepaper, media articles, blog, factsheet and social media posts – has created a real media buzz for the client, culminating in a webinar attended by a roll call of OEMs, air cargo carriers and 30+ leading airlines.

Newsjacking is par for the IBA course

But we don’t just build campaigns for our clients – we can help them capitalize on the current headlines too. Is there breaking news concerning your client’s industry? Now is the time to start newsjacking. Recent headlines about bias algorithms and machine learning processes created a great opportunity for us to pitch thought leadership articles to the media on ethical, transparent, algorithms, bylined by SMEs at our machine learning client. The client has received a huge response from trade and tech journalists with even more media coverage on the way – the power of newsjacking!

Say it with flowers

For us, it doesn’t matter if our clients are revolutionizing how machine learning platforms operate or just streamlining operations in the hanger for A&D organizations, our content marketing strategy doesn’t change. We create and deliver great content through our Pitch&Place service and target it toward vertical publications – regardless of the industry. Take our HortTech client. Their article on boosting yields on greenhouse and cut flower farms was a hit success with vertical media targets and was published in the biggest national newspaper in Kenya – with over a quarter million readers daily.

With all this success we’re ready to leap into March and continue the hard work for our clients.

Eleanor Rhodes is a PR Account Executive at IBA International.

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