PR & Thought Leadership
We plan, write, and distribute thought leadership, technical guides, and market commentary around the questions your ideal customer profile (ICP) asks during an evaluation.
Book a scoping call11
pieces of content consumed before vendor engagement
3x
more likely to be shortlisted with thought leadership
40%
shorter sales cycle with established authority
6mo
avg. research period before IT buyers engage
How it works
How we build your IT vendor content program.
We plan the program around the questions your buyers ask at each stage of an evaluation, and each article, guide, or commentary piece answers one of them.
Content audit
We audit your existing content, find the gaps against the questions buyers ask during an evaluation, and map topics and formats to your ICP.
Editorial strategy
We set the editorial calendar: the topics, formats, channels, and publishing cadence for your market segment.
Content production
We write the articles, whitepapers, market commentary, and technical guides for IT buyers, to the cadence set in the editorial calendar.
Distribution
We distribute each piece through IT trade media, LinkedIn, email, and partner networks, and track attribution by channel.
Start here
Book a scoping call on your content program
Send the questions buyers raise on sales calls and the content you publish now.
Why IT vendors invest in content
The xpandly guarantee
It applies to Microsoft Copilot leads, and the program page states it in full.
11
pieces of content the average IT buyer consumes before engaging a vendor for the first time
3x
more likely to be shortlisted by buyers who have already consumed your content pre-sales
40%
shorter sales cycle for IT vendors with established thought leadership and market authority