Client:
Azul Seven
Industry:
Design, Biomimicry
Challenge:
Execute a regular content marketing strategy for a busy, design consultancy.
What We Did:
Provided ongoing, personalized editorial support to a diverse team of thought leaders.
How We Did It:
New Growth Communications began working on Azul Seven’s content marketing initiative after the design and innovation firm had already developed a lead-generation strategy with a digital marketing agency. We came in to assist in producing weekly thought-leadership articles targeting specific buyer personas at different stages of the sales process.
Per the strategy, designers at Azul Seven were responsible for publishing on predetermined topics roughly every six weeks. Each designer had a different level of writing skill and drew on New Growth’s editorial support to varying degrees. For some, we provided a sounding board for ideas and effective outlines around which they began drafting. For two non-native English speakers, we provided the initial drafting as well. For others, we simply stepped in at the copyediting stage to help clarify thoughts and polish presentation.
In short, we met the writers where they were and helped them cross the finish line as efficiently and effectively as possible. Our role also included careful management of shared documents, coordinating with Azul Seven’s marketing project manager and urging writers forward, as needed, with friendly reminders.
Outcomes:
Together we completed dozens of articles and case studies highlighting Azul Seven’s expertise in design thinking, biomimicry, digital healthcare design and numerous other SEO-ready topics. Personalized editorial processes and relationships allowed us to respond flexibly to strategic and scheduling demands. Azul Seven’s visibility and reputation grew as a result of publishing regular, high-quality content and helped to create a significant growth opportunity.
"Working with Bart of New Growth Communications has been a breakthrough for us,” says Azul Seven co-founder and CEO, Lisa Helminiak. “We’ve worked with other writers and editors in the past, but none matched his level of professionalism and talent. From pulling ideas onto the blank page to carefully addressing concerns of voice and language, he’s clearly invested in facilitating our thought leadership and copywriting. Our entire team enjoys working with him and his speed and responsiveness have been critical to the launch of our new website and content marketing efforts. Frankly, I’m not sure how we would produce this much content without him.”
