Portfolio project

A New Content Strategy Increases Brand Awareness for B2B Finance Company

This B2B finance company had a strong sales strategy, but realised it’s long-term future was in content marketing.

Rather than hiring the large digital agency it was in talks with, it choose to work with the underdog – a passionate and friendly creative writer and content marketing consultant.

It was a good match, as the brand was also a passionate and friendly company.

After working with the brand for a few weeks and doing my competitor research, I realised there was little need for a full brand positioning and tone of voice project, which meant we could dive straight into developing content.

I was able to establish the tone of voice as a friendly, helpful and human brand very quickly, having worked alongside the many friendly and helpful relationship managers in the office.

In 6 months, I helped them increase Linkedin following (our main social media platform) and built up an engagement rate that was much higher than the industry average. Although we were not using leads as a metric, we had heard that one or two leads came in from pieces that we had produced, which proves the power that content can have.

I also worked with clients on several PR stories, securing coverage with targeted publications in our key B2B industries. This was also an impressive professional achievement – although I’ve written hundreds of press releases and features with PR professionals, this was my first time leading on the execution of a PR campaign.

Initially, I was working with the brand as a full-time employee and treating them as my main client. However, I could hear the sea was calling and I wanted to return to the variety of freelancing. Having established a strong foundation for the brand’s content strategy and processes in my first 6 months we happily agreed to part ways, pleased with what we had both achieved.

I had learned lots about a new industry, and picked it up very quickly by submerging myself within the culture. And, I was proud of the work that we had devilvered and the brand continues to go from strength-to-strength today thanks to my groundwork.

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Lewis King




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