From Content to Credibility:
How A Newsletter Strengthened A Software Company’s Position in the Industry
ACHIEVEMENTS
AT A GLACE
Subscribers and growing
Monthly Page Views
Increased Engagement from Industry Leaders
Direct Business Outcomes
(Such as new client acquisitions and high inbound interest from job seekers)
THE SITUATION
Sockeye Consulting a fast-growing software consulting firm specializing in the construction and real estate sectors, had built a strong reputation through exceptional service and a modernized approach. To further enhance their position as an industry authority, they sought a more impactful way to reach and engage their target audience.
THE SOLUTION
A Targeted Newsletter That Built Authority
"Recognizing our need to consistently communicate our expertise and industry leadership, we partnered with FORT+ to refine our approach and expand our reach," Nick Brorson, CEO of Sockeye, explains. Under Brorson’s leadership, The Ledger was launched in December 2022—a weekly LinkedIn newsletter providing essential insights for construction leaders on finance, operations, and industry trends.
FORT+ collaborated closely with Brorson to develop a content strategy that effectively communicates Sockeye's deep understanding of industry challenges and solutions. Each article was designed to:
Address real issues faced by construction finance teams
Offer expert insights to educate and engage readers
Reinforce Sockeye's standing as an industry authority
Leveraging LinkedIn for Maximum Reach
To amplify the newsletter’s impact, FORT+ and Sockeye implemented a multi-layered LinkedIn growth strategy that significantly expanded its audience and engagement:
Cross-Promotion for Visibility: Articles were distributed across Brorson’s LinkedIn profile and shared on Sockeye’s company page, increasing exposure and strengthening brand recognition. This contributed to Sockeye’s LinkedIn following growing from 934 to 1,547.
Tagging Key Industry Players: FORT+ leveraged LinkedIn’s networking potential by involving Sage executives, guest contributors, and industry leaders in key discussions. This strategy extended The Ledger’s reach and positioned Brorson and Sockeye within high-value conversations.
Strategic Network Growth: As The Ledger gained traction, Brorson’s LinkedIn network grew from 1,416 to 2,426 connections, further increasing organic exposure.
These efforts translated directly into 826 engagements and thousands of profile views, reinforcing Sockeye’s presence as a thought leader in construction finance.
Beyond Content: A Sales and Recruiting Asset
Unlike traditional content marketing, The Ledger was designed as a business tool—not just a newsletter. FORT+ ensured that each piece of content served a dual purpose: building brand credibility and driving meaningful business outcomes.
Sales Enablement: Articles covering WIP reporting, Procore & Sage Intacct, and cloud readiness became valuable resources for the sales team as well.
Lead Generation: The newsletter directly generated new client inquiries, proving its value beyond awareness-building.
Employer Branding: With consistent high-quality content positioning Sockeye as an industry leader, The Ledger also attracted job seekers interested in joining the company.
THE RESULTs
The execution of this strategy produced measurable business impact:
700 total subscribers and growing
14,482 article views and 61,992 impressions in the past year
Increased engagement from Sage executives and industry leaders
New client acquisition directly attributed to the newsletter
Higher inbound interest from job seekers wanting to join Sockeye
OUR APPROACH
In partnership with Brorson, we built a highly effective content system that maximized its value at every stage. Our approach went beyond writing articles; we engineered a strategy that ensured every piece of content worked toward larger business goals. Each article was carefully crafted to address industry challenges while aligning with Sockeye’s business objectives.
Why It Works
Ready to Lead the Conversation?
The Ledger is a prime example of how thought leadership, when executed with precision, can transform a brand’s industry presence. By focusing on consistent, high-quality content and leveraging LinkedIn’s built-in distribution power, the newsletter not only expanded Sockeye’s reach but also created tangible business opportunities.
If you’re looking to build thought leadership, increase engagement, and drive real business results through LinkedIn, let’s talk.
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