Developing a content strategy that markets Schoolbox to the right audience.
Summary
With its superior offering, Schoolbox saw a successful organic growth for a number of years. Given Schoolbox’s eagerness to keep growing and expand internationally, there was a need to look at its messaging and overall content strategy to execute targeted marketing initiatives. Kay led the content direction for the business strategy for Schoolbox - from content audit, to strategy, to implementation. Once the new strategy was launched, Schoolbox started seeing growth in incoming leads, which also included international opportunities.
Challenge
From the time Schoolbox hit the market, its marketing activities were minimal and heavily based on referrals. There were many ideas and thoughts on the unique selling points of Schoolbox but the company required a content strategy that would propel the business forward. With the absence of a content led strategy, Schoolbox was facing challenges in expanding internationally and beyond referrals.
Content Solution
Audit
To first understand the position of the company’s content, Kay undertook a content audit. The findings led to redefining the value proposition of Schoolbox and enhancing its channel strategy. Stakeholders were engaged to further understand the needs in the market. A number of recommendations were then made to improve the messaging of Schoolbox to its target audience.
Strategy
With the findings and recommendations from the content audit, Kay engaged with stakeholders to further understand the strengths and gaps of Schoolbox. A content strategy was forumulated to help meet the objectives of Schoolbox.
Marketing and Content Design
Once the content startegy was aligned, Kay collaborated with the General Manager to come up with a content marketing plan that would target specific audiences. A content production workflow was established and marketing channels were identified. Email nurture, thought leadership articles and events were launched in line with the content strategy.
“Kay took the time to get to know our product and become a Schoolboxer. Her solutions were presented after in depth research and first hand product experiences.”