Brand strategy
Building a content marketing team and process for an innovative agency
Working as the Head of Content, we developed a multi-channel strategy that reached tens of thousands of brand decision makers with original content and resources that helped them make better creative marketing decisions.
- Client
- Article Group
- Project
- Content marketing
- Industry
- Creative Services
- Services
- Brand Strategy, Content Strategy, Content Ops
- Year
- 2017–2020
01 — The brief
Article Group, a rapidly growing product marketing agency in Brooklyn, needed an executive head of content to not only lead strategy for its growing roster of clients — Google, Adobe, The National Association of Realtors, and more — but also to create and manage a cross-discipline content marketing team to promote its own services.
02 — The approach
Coming on board as a member of the executive team, we developed a content strategy for the agency that promoted its thoughtful and unique approach to the market, making use of both its executive voices and creatives and strategists to develop content across channels, including LinkedIn, X, and newsletters.
Working as head of content for client projects, we partnered with Strategy and Creative to develop content for Article Group's clients, including Adobe, Google, Amazon, Box, and more.
03 — The outcome
Over the course of two years we published a weekly newsletter that not only promoted creative ways of thinking from Article Group's creatives, strategists, and executives, but also showcased the agency's services and case studies. On X, we developed a weekly creative challenge that consistently made X's trending topics and engaged 1000s of participants every week.