Content Strategy Services
"Content strategy work" can encompass many different types of projects, but at the core of all of them is content organization and planning. Whether you need help planning a website redesign, developing editorial calendars for your email and social media promotions, defining your customer, or getting a fresh perspective on your creative marketing approach, let's chat. See below for some examples of recent content strategy projects I've worked on.
A creative strategy & content plan
A luxury appliance manufacturer needed help planning their content calendar for the year. With a small marketing department, they also wanted make sure that they were maximizing every content production effort. Through employee interviews, customer research, website performance metrics and competitor/peer analyses, I developed short- and long-term content recommendations that would address customer needs, support the brand strategy, and improve prospective customers' experiences. Organizing my recommendations into monthly calendars gave the team a plan for repackaging content for different channels and making the most of expensive photoshoot sessions. I'm thrilled to continue to work with the marketing team as a writer, executing the projects I helped plan.
new approaches to email marketing
In collaboration with the Director of Content Strategy at Responsys, I concepted, pitched and executed a successful content marketing strategy for a telecommunication company's engagement newsletter. The newsletter required two separate versions each month, one for the B2B audience and one for the B2C audience. Upfront work included discovery, a content audit, competitor analysis, and segmentation research that resulted in the development of editorial recommendations for each newsletter audience. Ongoing work included user and competitor research, trend research, monthly strategic insights, and copywriting execution. After we implemented our recommendations, each monthly send outperformed previous benchmarks, including one month with a remarkable 382% increase in month-over-month conversion.
In another engagement, I helped a luxury hotelier transform their email newsletter with a new content strategy. We planned content that was tailored to travelers' typical seasonal needs and Google searches. That allowed us to present super relevant information at the perfect time, resulting in increased bookings, open rates, and brand affinity.
brand & website overhaul
A small business specializing in appliance restoration approached me for help with branding, marketing, and blog writing. After defining their target customer base, we realized that a brand overhaul was needed. With a new name, a new logo, and a new vision for the brand, we reinvented the business's online presence. I helped organize, edit, and write the new website content, and look forward to continuing to support future marketing efforts.