Editorial Strategy work at Razorfish
Patron Tequila: Editorial lead, global websites
Provided strategic input with SEO team for Stories content across 7 global sites and 2 languages (English and Spanish)
Provided strategic input with SEO team for Stories content across 7 global sites and 2 languages (English and Spanish)
Wisely by ADP: Content Strategy and Editorial lead
Developed educational content to create awareness and attract new customers. Created Financial Wellness hub as a repository for new content.
Case Study - Wisely by ADP:
Challenge
Wisely was looking to attract and acquire new customers after a redesign of its website. In particular, they wanted to develop educational content to create awareness among its target audience about Wisely’s product offerings. However, there’s a glut of financial content currently online so how could Wisely find a way to stand out and be unique.
Approach
The client had already determined the priority topics, so the initial first step was a competitive audit of competitor sites, particularly around content types, to identify opportunities. Once those content types were identified, we utilized strategic inputs and SEO keywords to draft themes and content angles related to the topics, as well as proposed channel placement - in many cases the content could be repurposed in multiple channels.
Solution
The client had a limited budget, so while content types like video were a great fit for their target audience, we needed to be smarter with our resources. For example, for content around Bill Paying we proposed a decision tree quiz infographic for visitors to determine how they pay bills and the best way Wisely could help them with additional content and services. This could live on social media as well as in the new Financial Wellness Hub (that we proposed, added to scope and created) that now serves as a repository for all educational content.
Challenge
Wisely was looking to attract and acquire new customers after a redesign of its website. In particular, they wanted to develop educational content to create awareness among its target audience about Wisely’s product offerings. However, there’s a glut of financial content currently online so how could Wisely find a way to stand out and be unique.
Approach
The client had already determined the priority topics, so the initial first step was a competitive audit of competitor sites, particularly around content types, to identify opportunities. Once those content types were identified, we utilized strategic inputs and SEO keywords to draft themes and content angles related to the topics, as well as proposed channel placement - in many cases the content could be repurposed in multiple channels.
Solution
The client had a limited budget, so while content types like video were a great fit for their target audience, we needed to be smarter with our resources. For example, for content around Bill Paying we proposed a decision tree quiz infographic for visitors to determine how they pay bills and the best way Wisely could help them with additional content and services. This could live on social media as well as in the new Financial Wellness Hub (that we proposed, added to scope and created) that now serves as a repository for all educational content.