Content Strategy Reinvention

Video, HubSpot, ReBrand

The Challenge

Garland Heart, a cybersecurity firm, was confusing potential customers that thought they were a hospital, cardiologists or heart surgeons out of Garland, Texas. This fact was driven home through branding reflecting reds, abstract shapes that could be mistaken for ventricles and a “down home” tone with rootsy, nonprofit vibes.

 This was compounded by the fact that logo was literally a heart. 

I was brought in as the first full time, in-house Communication and Content Marketing Manager to accelerate business development. Prior to this, marketing was ad hoc and contracted with no unified strategy. 

Objectives 

  • Produce video and content marketing assets to accelerate customer acquisition

  • Increase revenue through customer retention and contract renewal 

  • Modernize and align marketing and sales 

  • Rename and rebrand to a contemporary, cybersecurity-centric organization, and develop collateral reflecting the new brand 

Approach

With previous experiencing standardizing content, facilitating rebrands and transitioning organizations to to modern SaaS tools , I researched and budgeted platforms, and ultimately landed on HubSpot in order to manage and deploy content, and measure engagement all in one platform. This would enable data-driven decision making and tell the story of what was working so that we could pivot. 

To capture the organization’s identity and core offerings, I conducted internal interviews within the team, performed a content audit and planned content marketing opportunities.

I interviewed team members to distill our messaging and identity into marketing collateral and videos.

Scope

  • Branding 

  • Graphic design 

  • Video production 

  • Customer journey content mapping  

  • Copywriting

  • HubSpot implementation and administration: ensuring data accuracy, implementing workflows, and aligning marketing, sales, and service strategies across the platform

  • Copywriting

Results 

Graphic Design

Pillar Content

Interviews were conducted with key stakeholders in the organization in order to write long form content that was hyperlinked within the website and to content marketing assets, optimizing SEO and ensuring engagement through the pillar content strategy. All of this was managed through HubSpot.

Copywriting

Personas research supported writing of SEO-optimized copy focused on specific audiences and industries.

Personas

I conducted original research in-person, by phone and through online questionnaires, culminating in focusing on three distinct audiences across the buyer’s journey, driving lead generation and customer engagement.

I conducted persona research at conferences to learn about the pain points and goals of our target audiences.

Content Calendar and Distribution

eBooks, email and social posts were distributed with a regular cadence, then regularly tweaked based on analytics and engagement metrics.

HubSpot

Aligned sales and marketing by integrating all content publishing, measurement and sales outreach and deal closing activity into a single platform. Analytics told the story of what was working, and we pivoted our marketing outreach based on data –– this had never been done before in the organization.

Video

I produced, filmed and edited a 60 video library optimized for SEO throughout the sales funnel. Video was hosted on Wistia in order to add hyperlinked calls-to-action (CTAs) and get nuanced, granular viewership metrics. Short, social media versions were distributed and linked back to the website where prospects could be incorporated into HubSpot CRM.

What Worked?

To position our team as subject matter experts (SMEs) in the cybersecurity industry, I focused on:

  • Short, snackable content marketing clips addressing solutions to the pain points of our target audiences. Persona research was instrumental in developing this strategy.

  • Long-form interviews covering a wide range of topics that could then be cut down to shorter clips and be distributed on our Wistia library, website and social media. A single interview with a SME yielded weeks worth of clips, making for a very economical and efficient approach.

  • Conferences where we could interview our target audience members directly while showcasing our commitment to the industry.

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