PORTFOLIO

Project date: July-December 2020 

Objectives: 

• Launch a new product (TRACC Leader Standard Work App) 
• Generate interest in the product through content marketing 
• Drive product brochure downloads and demo requests

Approach and my role: 

We launched this product through a content campaign comprising a webinar, blog posts, social media posts, media articles and an email nurture campaign. In addition to the content marketing elements, we also produced a product landing page with a downloadable brochure.

I was responsible for: 

• Defining the key campaign messages (in collaboration with the Marketing Manager and Products team) 
• Mapping out the desired user flow and content required at each stage to ultimately drive demo requests
• Guiding the content team on the topics and focus of each content piece
• Developing a detailed content plan and project managing the content creation 
• Producing the webinar
• Reporting on campaign performance

Results:

Key results for this project included

• 60+ product brochure downloads in the first 3 months
• 20 demo requests in the first 3 months (40+ overall)
• Over 600 registrations for the live webinar with a 55% attendance rate 

 Project date: October 2020 – February 2022 

Objectives: 

Create awareness for CCi and its product TRACC in the 'Digital Operating Systems' space – an emerging product trend identified by Gartner.

Approach and my role: 

To link CCi to Digital Operating Systems I developed a comprehensive content strategy. This strategy included an SEO-optimised content pillar page, linking to various blogs on the topic, a white paper series, webinar, social media posts and media articles. We also put an email nurture stream in place to keep prospects engaged after they had interacted with the webinar and/or white papers. 

I was responsible for: 

• Defining the key campaign messages (in collaboration with other internal stakeholders)
• Developing the content strategy, which followed a phased approach from introducing the topic to our audience, to educating them on it and ultimately linking it to the TRACC product offering. 
• Identifying key themes and content topics to cover in line with the content strategy 
• Creating a content calendar and managing content production
• Outlining the content for the content pillar page and overseeing its production 
• Outlining the content for two white papers and overseeing the copywriting
• Producing the webinar – defining key talking points for speakers and coordinating the recording. 
• Reporting on campaign performance

Results: 

Key results for this project included

• 1,200+ unique pageviews for the content pillar page (as of February 2022) 
• 300+ white paper downloads (as of February 2022) 
• 20% average open rate for nurture email campaign (in line with the benchmark average of 18%)
• 18% average click-through rate for nurture emails (benchmark average is 2.8%)