The agency had been commissioned to create a 360-degree content strategy for a ports company, and I was commissioned to lead the content audit.
What I did
My research spanned both owned digital platforms and competitor platforms, looking at their content focus, primary channels, and strengths and weaknesses. I pulled out industry best practices and researched industry macro trends that could inform content. I then made recommendations for an approach to take for content marketing in the new strategy, and developed editorial guidelines for the organisation that included practical examples of that tone and story across different permutations.