Principle Networks is an IT consultancy and managed service provider (MSP) that works to transform the way enterprises connect and secure their operations so that they can become more agile, efficient and better prepared for the challenges of tomorrow. By simplifying the IT infrastructure layer, leveraging the internet for connectivity, and adopting software-defined platforms that deliver an integrated zero-trust architecture (ZTA) across LAN, WAN, and cloud, Principle Networks enables customers to prevent cyber risks, remove technical debt and optimise IT spend. The company is unique in its modern approach that challenges traditional MSPs, with a co-managed service model which provides customers the freedom to control their environment, and an ethos of no-vendor lock in to promote customer independence.

Principle Networks emerged seven years ago in a crowded marketplace and saw growth of 150% in its second year of trading, followed by a £2.35 million turnover in year three.

The strategy

Principle Networks understood that it was operating in a congested market but hadn’t yet made an impact in terms of media voice. They sought a PR partner that could translate its messages to security and connectivity experts in the trade media and attract the attention of end-user businesses requiring IT transformation, agility and a move towards Zero Trust architecture.

Context was selected due to our strong background in IT and tech media relations, having previously worked with MSPs and cloud security experts including Check Point Software Technologies, Systal, and CCS Media.

The PR objectives were:

• Build brand awareness
• Support sales lead generation
• Help improve Principle Networks’ domain authority

A content engine was created, framed around three core pillars:

• Giving up the legacy​ – a spotlight on the problems of holding onto legacy IT equipment and systems, with insights into how to begin the process of change.
• Change management​ – advice on all aspects of implementing IT change, from people, process and technology perspectives.
• The workplace of the future – future gazing and trends content exploring how to be on top of new technologies and work practices to futureproof your business.

Utilising these pillars, Context would deliver a strategy for creating blogs, case studies and white papers which would inform prospects in a way that worked alongside sales messaging, contributing to organic SEO and improving domain authority. The plan was to build credibility by spreading the word through media channels including tech and IT, vertical sectors and regional business, and to provide a bank of materials to support other initiatives such as media work, newsletters, social media, digital marketing and other prospecting.

This strategy was centred around news announcements targeting the trade, vertical and regional business media, case studies, white papers, thought leadership, blogs and an awards programme.

The results

Context worked with the Principle Networks team to create a series of press releases regarding new milestones, partnerships and contract extensions. One highlight came after Principle Networks confirmed a contract extension with registered East Midlands charity Framework Housing. Context tailored a news announcement that would appeal to the three verticals of regional, tech and business media which culminated in 10 media hits, including three tier 1 publications. This run of form continued following Principle Networks’ partnership with cybersecurity solutions provider, Arctic Wolf.

Context also used award nominations to highlight the business value Principle Networks has provided to its customers, addressing challenges that had been faced by the company’s clients and showcasing the solutions deployed. Several award wins were secured including the MSP Project of the Year at the Technology Reseller Awards and the MSP of the Year and MSP Leader of the Year, both won at the IT Europa Channel Awards ceremony.

The start of the partnership coincided with the redesign of a new company website for Principle Networks, which presented an opportunity to build a reserve of onsite content that would help position them as industry experts. Boosting domain authority was another aspect of the content strategy so SEO featured heavily in the efforts to improve Principle Networks’ visibility.

Case studies were another form of content that helped to showcase successful projects co-ordinated by Principle Networks. The breadth of the firm’s customer base, which included a university pension scheme, a coal mining operator turned land development specialist, and a social housing provider enabled Context to produce targeted and descriptive case studies that highlighted the customer challenges and explained how Principle Networks leveraged its solutions to deliver improved business outcomes, helping its customers to modernise their technology to adapt to a rapidly changing digital landscape.

The first 12 months of Context and Principle Networks’ relationship has resulted in;

• 33 pieces of content created – 11 blogs, 7 case studies, 1 whitepaper, 5 press releases, 3 thought leadership articles and 6 award entries.
• 43 media placements – 12% of which appeared in tier one publications while 50% were featured in tier one – three publications.
• Media placements generated an estimated 53,000 views
• The average domain authority of the online media coverage secured was 42.
• 25% increase in the number of backlinks to the Principle Networks website.
• Coverage secured had a total audience of 2.2 million.
• Two award wins, plus one highly commended – an 83% shortlisting success rate.
• 14% increase* in media share of voice for Principle Networks

*Share of voice and media mentions tally conducted for the period 1^st January – 31^st Oct 2024 between Principle Networks, Xalient, ANS Group, Exponential-e, SysGroup, Node 4, and EveryCloud IT Security.