Content Strategy | Alisa Nicolace

SEO content marketing strategy | Speck Design

Speck Design wanted to improve its brand saturation, increase web rankings, and generate 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. 

As part of my SWOT audit and discovery process, I found scores of highly detailed project assets for past research and engineering projects for high-profile national and international brands. These included meeting notes, process photos, phase reports, project management documents, and high-quality product imagery.

Using these documents, SME interviews, content mapping, and SEO tools, I created a case study-based content marketing approach that spanned ATL and BTL touch points throughout the sales funnel. This program resulted in triple-digit growth in leads coming into the site and double-digit growth in website new users, sessions, session duration, and goal completion with a significantly lower bounce rate.

SAAS paid and content marketing strategy | Privva

A vendor risk management (VRM) SaaS client wanted to increase their viable leads, increase subscriptions/sales, and become a household industry name. Their marketing strategy included paid (Google, remarketing, and LinkedIn), organic SEO, email, social, and content marketing using blogs, case studies, and whitepapers.

I analyzed competitors, SWOT, keywords, social media traffic, and website traffic to understand their existing audience and assets and formulate a strategy.

The various analyses helped me identify holes in content and opportunities for growth. It also served as a road map for building data-informed personas. These personas informed the branding and messaging for all content deliverables and their functions within the marketing funnel. The campaigns in the designated digital channels were successful, leading the client to expand their services and increase spending. 

The success of these marketing initiatives gave Privva the visibility needed to be acquired by the cybersecurity software and training vendor Entreda, a subsidiary of Smarsh.