Content Strategy
MICROSOFT CLOUD
Request: Lead integration of DXT’s strategy and analytics teams with Microsoft Cloud PR team and demonstrate our value as strategic communications partners
Approach: Develop a flexible North Star plan for strategy and execution against a <$500K annual budget, build trusted relationships with key PR leads, improve budget transparency in project tracking and pilot integrated comms activities
Outcome: Close partnership with account team leads to promote and deliver innovative omnichannel storytelling strategy, strengthening agency-client and client-client relationships
MICROSOFT CLOUD PARTNER PROGRAM
Request: Leverage insights generated during the discovery process to build an integrated storytelling strategy that shows how Microsoft celebrates its partners
Approach: Robust content and channel strategy that shows how Microsoft enables partners to achieve more
Outcome: The comprehensive set of creative, strategic storytelling approaches resulted in high client satisfaction and had significant impact on the partner community
E2OPEN
Request: Audit existing website and develop new strategy for website redesign that would provide a clean, intuitive user experience for e2open’s wide range of audience segments
Approach: Partnered with UX lead to conduct a content and UX audit. Used audit findings to develop a new content strategy for the homepage and tier-1 solutions pages, and write the homepage copy.
Outcome: A new site (at the time) featuring robust navigation and clear homepage messaging that explains e2open’s business and naturally directs various audience segments to the relevant solution pages
MONTEREY BAY AQUARIUM RESEARCH INSTITUTE
Request: Develop the content strategy to redesign MBARI’s website, which hosts over 14,000 pages and assets
Approach: Partnered with team, web and creative leads by conducting a content audit, which was then used to inform the content strategy
Outcome: A stunning new site that features a clear information architecture, rich media, high quality visuals, and a responsive design
Audit and Discovery
INTEL
Request: Help Intel refresh its approach to corporate news
Role: Conduct Content audit and best-in-class peer newsroom audit, and partner with peers on UX audit and audience analysis
Outcome: Specific recommendations to drive greater engagement with priority audiences that became backbone of the newsroom refresh
MICROSOFT SURFACE
Request: Create a new approach for marketing Microsoft’s full line of Surface products to commercial customers
Role: Contribute to comprehensive brand and product positioning analysis with a content audit of 239 web pages and SharePoint assets and step in at the last minute to present findings
Outcome: In-person discovery workshop that impressed and energized clients, and key actions for moving forward on multiple content initiatives over the next two years
MICROSOFT CLOUD PARTNER PROGRAM
Request: Assess current internal storytelling approach and provide recommendations for reshaping the team’s narrative and SharePoint user experience
Role: Conduct audit of 157 web pages and SharePoint assets and develop content recommendations
Outcome: The recommendations informed a strategic brief that detailed how to update the site and ultimately reshape the Partner team’s master narrative at a pivotal moment in the organization’s evolution
Editorial
MICROSOFT IOT
Request: Partner with client to oversee content plan, blog post development, budget and metrics reporting for the Internet of Things blog
Role: Established robust processes to ensure stable blog operations, review/edit all post drafts, meet regularly with client and PR counterparts to ensure timely delivery of high quality content
Outcome: Reach of over 300K page views, 200K unique visitors annually and 50% increase in annual budget YoY, culminating in a 2016 Kapost Best of the Best B2B Content Marketing Award
AZURE DEVELOPER
Request: Draft thought leadership blog content supporting the launch of groundbreaking research on the impact of remote work on developer productivity
Role: Develop the content briefs and review and edit content drafts, and own the client relationship
Outcome: Delivery of two blog posts that met high expectations, one of which has been published so far
MICROSOFT LEARN
Request: Aid the Microsoft Learn team in creating more thought leadership content for their blog
Role: Own the client relationship, develop the blog post briefs, and review and edit blog post drafts
Outcome: Delivered four blog posts that generated the opportunity for additional work in shaping their content strategy in the next fiscal year (Read blog post 1, post 2, post 3 and post 4)
Social Media
HORIZON THERAPEUTICS
Request: Turnover and quality control issues in our social media content execution put client relationship at significant risk
Role: Staunch the bleeding; re-establish robust organic and paid social posting processes, co-own the client relationship and provide planning guidance for the next fiscal year
Outcome: Regained client trust, retaining one of our most important accounts
Page links:
HORIZON THERAPEUTICS
Request: Design and execute a paid and organic social media campaign to help TEPEZZA® patients understand the importance of completing all eight infusions of treatment. Drive traffic to a sign-up page for patients to learn more about the infusion process.
Role: Develop the brief and creative concept for a multi-part content series to run on Facebook and Instagram. Leverage a more authentic voice using lighthearted humor to convey the message.
Outcome: All five posts exceeded CTR benchmarks on both platforms, generating additional opportunities for creative storytelling (See the first post)
MICROSOFT CLOUD PARTNER PROGRAM
Request: Develop a campaign to promote important resources available to partners that are proven to improve their business, yet are underutilized
Role: Develop the paid social campaign strategy, partner with creative lead on creative execution reviews and mange the client relationship
Outcome: Launched a creative, innovative paid social campaign featuring human-centric imagery and clear, concise messaging that exceeded benchmarks
MICROSOFT BUILD
Request: Quickly develop creative social storytelling approach to show how Microsoft is celebrating developers at its annual Build event
Role: Partner with creative lead to write out storytelling concepts for her team to bring to life visually
Outcome: Microsoft CTO Kevin Scott retweeted our work on his Twitter handle leading up to his keynote address.
Analytics
DEVELOPER
Request: Analyze developer digital media trends to unearth insights that lead to recommendations about how Microsoft should engage with them
Role: Partner with analytics lead to review findings and develop personas and content recommendations
Outcome: Recommendations were turned into creative concepts designed to augment communications plans for Build 2023
AZURE
Request: Analyze media landscape across four subject areas: Web3, Quantum, Azure infrastructure and Industry usage
Role: Leverage findings from the analytics team to show comms account partners how earned media coverage can be enriched with 360 storytelling on owned, social and paid channels
Outcome: Four presentations that earned account team acclaim and strong desire to present to clients
C-SUITE CUSTOMER
Request: Analyze C-Suite social media behaviors on LinkedIn to inform strategies for reaching and influencing tech purchasing decisions of CFO, CIO, CTO and procurement leads
Role: Review findings and layer on strategic recommendations for driving greater engagement with Microsoft storytelling
Outcome: Robust deck of content findings and ideas, inspiring account team partners to expand their approach to customer storytelling in the next fiscal year
Podcast
MICROSOFT AFTERNOON CYBER TEA
Request: Launch a new security podcast for a Microsoft executive
Role: Develop the content strategy, review episode guides and flesh out key messaging
Outcome: Afternoon Cyber Tea recently wrapped its 6th season (Listen to the podcast)
HORIZON THERAPEUTICS
Request: Develop the paid plan for Horizon’s inaugural Listen to Your Eyes Podcast and partner with a publisher to promote it
Role: Owned the podcast relationship with PodcastOne and oversaw social promotion of podcast episodes on Horizon’s owned channels
Outcome: A podcast mini-series that featured Olympic gold medalist Gail Devers, driving performance that exceeded expectations and that drove some of our highest performing social posts (Listen to the podcast)
Executive
F5
Request: Strengthen CEO’s presence on LinkedIn and extend his visibility to Twitter
Approach: Create executive North Star that describes the CEO’s responsibilities and unique points of view and establish process for surfacing and reviewing relevant content to engage with. Make case for leveraging Twitter.
Outcome: Nearly 60% follower growth on LinkedIn in 18 months and established presence on Twitter
Writing
CUSTOMER SUCCESS: NEW BELGIUM BREWERY
CUSTOMER SUCCESS: LEGO PARTNERSHIP
CUSTOMER SUCCESS: THYSSENKRUPP
