Contact Information
D 203, NR Orchid Gardenia, Mestri Palya, St. Anns Church, Rachenahalli, Bangalore.
P.O.Box: 560077.
Our client is an Indian multinational software company that offers Aviation, ERP, HRP and Logistics solutions. Founded in 1997, it is a part of a global group and operates in 28 locations across 35 countries.
The client has been creating marketing content for the last couple of decades. They needed to do a content audit to understand the current state of their marketing efforts and to get right insights to make the necessary interventions. They also needed to align their marketing teams to a structured content marketing strategy.
Content created by different verticals and teams needed to be centrally aligned.
A marketing team spread across geographies needed to align with content marketing goals.
Greater focus on sales and reactive content Vs thought leadership and inbound.
No common understanding of content marketing approach and deliverables.
We understood the need for a structured and deep content audit and strategy. There was also a need to have a process-driven approach to content creation across the marketing team.
We suggested creating a set of videos to highlight the unique campus and culture at their company. We scripted, shot and edited the videos in a contemporary and fun look.
We helped design a new Job Descriptions template and structure for the campus roles, ensuring that relevant information was easily accessible. We also reworked the company’s campus presentation to offer a clearer understanding of their business landscape and individual business verticals.
Our client needed to stand out from other recruiters and a fresh approach was needed, extending even to the way recruiters presented themselves. We helped create a new set of campus directional signage and funky T-shirt designs. These were also used by the team as giveaways to the students.
Content Audit
The first step was to document all the content that the company has published across the website, social media handles, and other marketing repositories. Close to 500+ content pieces were systematically collated and labeled into a library for easy reference.
Competitor Content Mapping
The content published by key competitors was evaluated across their websites and social media. This was then put through our proprietary filters and expert evaluations to be mapped against the client’s content.
Content Strategy Creation
Once we got an understanding of the company and their competitors, the team worked on identifying a clear differentiation in their content strategy throughout the marketing funnel. This was then discussed with their marketing team and incorporated into a structured content marketing strategy.
Execution Processes and Templates
The marketing team was keen to document the processes and approach to each type of content asset and program. These included things like - Steps for creating a blog; What content assets can be created from an event, how to identify them, and others. Our team diligently created detailed documents including guidelines and checklists for each content asset, thereby ensuring the implementation of a seamless, ready-to-follow system.
Competitor Content Mapping
The content published by key competitors was evaluated across their websites and social media. This was then put through our proprietary filters and expert evaluations to be mapped against the client’s content.
Content Strategy Creation
Once we got an understanding of the company and their competitors, the team worked on identifying a clear differentiation in their content strategy throughout the marketing funnel. This was then discussed with their marketing team and incorporated into a structured content marketing strategy.
The client now has a clear understanding of how their content aligns across the marketing funnel. They are able to strategize their content marketing campaigns and programs to suit the relevant business and marketing needs more efficiently.