The project: I was asked to complete an audit of a sales and marketing company’s content library and assess what needed a refresh, what was inconsistent, and what was missing, and then make a plan to edit existing content and write new content. It was important to my client that the language in the profiles could bridge across trade and consumer audiences despite being within a specialized industry that uses technical terms. 

How it worked: First, I worked with the company’s CEO and marketing team to develop a narrative structure and set of pillars that would introduce consistency to all written producer profiles. This assessment led to a production schedule that allowed for reworks or new versions of the profiles to be produced monthly. After the production schedule was established, I coordinated with logistics teams in other countries to set up interviews and conduct fact-checking on a series of written profiles about the producers. Where necessary, I held fact-finding interviews with the producers and translated technical documents into English to support the narratives.

The outcomes: We developed a robust content library that now directs search inquiries to my client’s website within the top 1 or 2 English-language search results. The release of these profiles was intentionally timed to support sales campaigns, adding color to marketing emails and increasing conversions.