Turning a decade of buried client work into a lead generation engine

The Challenge

With over a decade of experience serving organizations with purpose-driven marketing needs, the client had a treasure trove of content — but it wasn't working for them. Most case studies and articles were not on the website; the content was stored on drives in client folders, created for specific client delivery rather than marketing, and would need to be reformatted into target-specific audience soundbites to be useful.

The Approach

The first step was developing a more stratified audience approach based on industry, role, and interest area — for example, when marketing to a non-profit organization, focusing on content similar to their discipline area that clearly demonstrates the agency's value.

A more stratified audience approach based on industry, role, and interest area, so content resonates with the specific buyer reading it.

Existing content repurposed into shorter written articles, and more and shorter videos, to generate new and continued interest.