Creating aN online content destination for a global brand
In late 2015 and early 2016 I led a strategy for a major electronics brand that aimed to create an innovative online content destination, a project that I am incredibly proud of.
This process took over three months, 500+ slides, featured 20,000 keywords, and involved extensive consultations with partnering agencies including Leo Burnett (branding) and Ogilvy (PR). The client's new website is due to launch in late 2016.
The content executions currently being created as a result include; an online learning destination complete with long format journalism and in-depth video tutorials laced with keywords, an influencer amplification plan to create media coverage and form inbound links that increase SEO rankings, a new editorial model for brand journalism led by an Editorial-In-Chief designed to increase online subscriptions across social media and newsletters, and lastly an inbound marketing strategy to transform traffic into conversions.
This strategy also resulted in the client fundamentally shifting their entire approach to marketing. It saw the implementation of a new operational team named the ‘content hub’. A twenty plus content production workforce including senior marketing directors and partnering agency staff who will now create all communications (including brand campaigns, product announcements, press releases and event partnerships such as Vivid) in line with content marketing fundamentals. Meaning that all communications coming from the brand have been truly transformed as a result of this major content strategy.
Update: the client launched their new website in late 2015 inline with the new UX, SEO and content recommendations and soon after their organic traffic quadrupled. Throughout 2016 more keyword rich content was added along with further technical SEO improvements. As you can see the results were far beyond what we could have expected.
Creating Content Marketing products
AnalogFolk - Audience and Influence Director
My focus at AF was to lead the content product offering and oversee strategies for major local and international brands that wished to create both online content destinations as well as using content to drive sales leads and acquisitions. Strategies were inclusive of interlinking the ecosystem of SEO, PPC, PR, data and social media to content KPIs and measurable business problems.
My major achievements were:
- Immediately restructuring the content team to reduce operating costs
- Rolled out a new content product offering to include SEO based content services and created new reporting formats to show the true ROI of content and its impact on conversions
- Led training for content marketing and SEO across the business and client accounts
Columbus - National Content Director
Led the content product and team nationally in an agency of over 100 staff across four locations.
Columbus is part of the Dentsu Aegis global network and is the largest advertiser on Google in the southern hemisphere. I was tasked to utilise their data capabilities and partnerships to create a content marketing product that solved client’s business problems by connecting them to their audiences. Responsibilities included business planning, team management, product development, pitching, content strategies, project scoping and budget management.
- Grew content product by 200% in six months. Created content marketing product from scratch and imbedded into the 100+ team nationally
- Established the most profitable staff to product income ratio in Columbus within 12 months