How ENERGY Built a Winning Content Management Strategy

Project Overview

How did a rapidly expanding company develop a robust and adaptable content management strategy?

Initially a small marketing team, the company's growth necessitated a strategic overhaul of its content creation, distribution, and management processes. This involved expanding the team, establishing clear roles and responsibilities, implementing collaborative workflows, and leveraging data-driven insights to optimize content performance. The results included significant business growth, industry recognition, and a streamlined approach to content management.

Key Challenges and Opportunities

The initial marketing team of two struggled to keep pace with the demands of content creation for various platforms and campaigns. However, this growth also presented an opportunity to build a dedicated content team and implement a more structured approach to content management. Key challenges included:

  • Scaling Content Creation

  • Maintaining Brand Consistency

  • Measuring Content Effectiveness

  • Streamlining Workflows

The opportunities presented by this growth included:

  • Expanding the marketing team with specialized roles allowed for greater expertise and efficiency in content creation.

  • Creating a website and blog provided a platform for distributing content and establishing the company as a thought leader.

  • Tracking and analyzing content data allowed for continuous improvement and refinement of content strategies.

  • Developing comprehensive brand guidelines ensured consistency across all marketing materials and communication.

Recommendations and Next Steps

The marketing team was expanded to include specialists in graphic design, email marketing, content creation, and SEO/Salesforce/Pardot. This allowed each team member to focus on their area of expertise, leading to higher quality and more effective content.

  • Weekly meetings and various communication tools facilitated collaboration and ensured that projects stayed on track. Team members were encouraged to share their preferred software and tools, minimizing the learning curve for new hires and fostering a positive team environment.

  • The team implemented a system for tracking and analyzing content performance data. This data was used to inform future content creation and optimize existing content for better results.

  • Clear brand guidelines were created to ensure consistency across all marketing materials. 

  • The company launched a new website and blog, providing a platform for publishing long-form content such as blog posts, white papers, and interviews.

Impact and Outcomes

  • ✺

    The company achieved the Growth 500 list for two consecutive years, ranking first in the transportation industry.

  • ✺

    ENERGY received a Compass Award of Merit for its complete rebranding from the TMSA (North American Transportation Marketing & Sales Association) in 2019.

  • ✺

    The implementation of brand guidelines ensured a consistent brand experience across all platforms.

  • ✺

    Data-driven optimization led to improved content performance leading to 24.5% financial growth.

  • ✺

    Clear roles, responsibilities, and processes streamlined the content creation process, leading to greater efficiency.