There were more than 30 Sage blogs all around the world, each competing with each other and hurting SEO. As part of a wider digital transformation project, they needed to bring everything under one global blog strategy.
What I did
First and foremost, I pulled the threads together. I spoke with the content, social, SEO and digital teams to find out what was going on and how things were progressing, and then consolidated that into one overarching process. I developed content themes and showed how they applied to the target audiences. I worked with the SEO team to develop a taxonomy for the blog that would pick up on the right keywords. I then developed an architecture for the blog, and worked with the agency to build and launch the first blog – the one that would set the scene for other countries to follow – within just six weeks.
To feed the beast, I developed editorial processes and built an internal newsroom for Sage, guiding them in gathering the important people together to ensure all areas of the business were informed and informing content production. I then handed it over to the internal teams for them to run with. Sage Advice is now an award-winning blog that is in more than a dozen countries, and continuing to roll out around the world.
“While many who have worked with Lauren have raved about her writing and voice (which is superb!), I was thrilled to have in Lauren a true strategic content leader. When you work with Lauren you get the total package – a fantastic writer and editorialist and a keen strategist with an awesome head for what the audience wants and needs to read.”
Melissa Romo, Senior Director, Global Social Media & Content, Sage