Objectives and Context

Speck Design wanted to improve its brand saturation, increase its web rankings and get more leads. However, their engineering and UX product development life cycle was very long and frequently under NDA, precluding them from regularly posting and building incoming links from several standard technology content marketing outlets like press releases, industry publications, award entries, and directory listings.

Actions and Tools

• SWOT analysis
• Content audit 
• Competitor analysis
• Buyer personas based on the SEM Rush and LinkedIn user data 
• Content pillars
• Content mapping TOFU, MOFU, and BOFU
• Interviews with engineers, clients, and C-suite stakeholders
• Content distribution plan and worksheet
• Editorial content calendar (social and blog)

My discovery of highly-detailed project documentation revealed a bounty of project assets for past research and engineering projects for high-profile national and international brands. These artifacts included: RFPs, project proposals, SOWs, meeting notes, process photos, phase reports, project management documents, and high-quality product imagery.

Although not current or collated, the sheer amount of data (along with SME and client interviews) gave me ample material to create high-quality case studies for seven topics. These topics would serve as content pillars for the program throughout the sales funnel and new distribution channels I had developed.

Result

Through my in-depth research, I created a powerful content marketing program that capitalized on Speck Design’s strengths and turned weaknesses into opportunities. My systematic and creative approach resulted in the significant growth of each channel involved. Performance increased across several metrics, including visibility, traffic, and, most critically, leads. The channels that saw the best results were the following :

Speck Design website: users (+35%), new users (+25%,) sessions (+41%), page/sessions +5%, and session duration +21% (*averages)

Linkedin: followers (+21/5%), engagement (+483 %), custom button clicks (+588%)

“Our purpose Is to enhance how people connect and experience life.”

~Speck Design