Eighty-three percent of consumers think companies should actively shape environmental, social and governance (ESG) best practices. Eighty-six percent of employees prefer to work for companies that care about the same issues they do.
ESG is a clear stakeholder priority. Companies now have a story to tell in terms of what they are doing to have a positive impact on the world and how they are managing ESG. And part of their stories involves the strategies and technology they are deploying to make good on their ESG commitments.
As the demand for ESG tech continues to rise, providers can leverage thought leadership to build credibility with potential buyers and increase their chances of being top of mind when prospects start considering vendors to help them on their ESG journeys. Here’s how to chart your path to a successful ESG tech thought leadership strategy.
Many publications – ESG Today, GreenBiz, Environment & Energy Leader, Diversity Global, TriplePundit and more – have covered the space for a long time. But new outlets, such as Sustainability Magazine and DiversityQ, have also popped up over the past few years as the market has taken off. Leverage these channels that your buyers read regularly to generate awareness, educate the market on your unique approach and establish your executives as thought leaders.
A strong momentum of trade coverage can prove your executives’ credibility as expert sources for the highly sought-after top-tier media opportunities. Corporate Ink data shows there was a 42% increase in stories in top tier business outlets on the environment from 2020 to 2021. The top publications writing about these issues are the Wall Street Journal, Bloomberg, New York Times, Reuters and Fortune. ESG story opportunities are everywhere. The key is developing a differentiated and compelling take on important trends that will add value to reporters’ stories.
There are far more mediums available to leverage today across these publications than ever before. Beyond online articles, there’s podcasts, LinkedIn Lives and other live streams, broadcast segments, virtual industry panels, and more.
Think broadly when it comes to media coverage. These are all valuable mediums for technology providers to share their knowledge and expertise with prospective buyers who are mobilizing their ESG strategies.
Successful thought leadership hits the perfect middle ground between your expertise, the publication’s editorial coverage, your prospects’ priorities, your technology and what’s happening in the world. Focus on supporting reporters’ coverage by being educational and tying into timely topics versus only pitching product updates and company news.
The foundation of strong thought leadership is built with promoting original content regularly across your company and executives’ social media channels, company blog, LinkedIn groups, and more. These channels will reach prospects who will view you as a credible expert and associate your brand and offering as the solution they need in your field.
As more companies begin to recognize you as the expert, reporters will also turn their attention to your insights as an industry leader. Nurture those relationships with those contacts and outlets as they begin to form. Offer contributed articles from your executives, book interviews, explore partnerships and share content and case studies.
When done purposefully, thought leadership builds credibility and trust with prospects and stakeholders. At Corporate Ink, we have developed several effective strategies over the past 20+ years that enable ESG and sustainability technology providers to grow and win.
Check out our full report on ESG tech PR and marketing and learn how to stand out in today’s noisy ESG market.
Ready to take the next step? Contact us today for a complimentary consult.