dscout – Brand + Content strategy

About This Project

With dscout, and its sub-brand People Nerds, I had the opportunity to build a content strategy from the ground up—redefining the brands, establishing editorial guidelines, steering publication goals, and managing a small team of contractors (writers, editors, and social media strategists). 

 

A few challenges I’ve tackled:

  • Synthesizing user and audience interviews to draft user personas and determine key “jobs-to-be done”
  • Mapping quarterly content calendars to audience desires and target keywords
  • Increasing blog post, webinar, and social distribution frequency from “occasionally” to “consistently”
  • Managing and executing a full-scale website rewrite (launching November 2020)
  • Unifying brand voice and tone, and ensuring their consistency through every stage of the marketing lifecycle
  • Launching an evergreen nurturing email flow to shorten the time-to-purchase for new email subscribers
  • Writing pillar pages, sales enablement, in-platform UX copy, landing page copy—and providing art direction for written collateral. 
  • Launching a slack community with 1000+ members

 

The results we’ve seen: 

  • 1,026% increase in yearly blog traffic
  • 108.49% increase in new contacts

 

Select writing: 

Category
Branding, Content