Lead Generation Content Strategy for Engineering Client

The Problem

A well-established engineering company that provides discounted engineering software to students and educators was looking to take a more active role in getting their software into higher education classrooms. Their site content was focused on supporting students and educators who already had licenses, presenting a major gap between their existing web strategy and their expectation of acquiring new leads. They turned to us to develop a content strategy that would support their evolving business objectives and increase lead generation.

The Solution

Following our SWIFT problem solving process, we started by adding structure to the issue at hand. We interviewed key stakeholders who were subject matter experts in the academic segment of the business to better understand the gaps that existed in the current solution and their expectations for the renovated experience. We also performed a content audit to ensure our solution could accommodate existing assets as well as any new content types we proposed.

As a result of these findings, we developed a working hypothesis. Based on the feedback we received in the stakeholder interviews and what we uncovered during the content audit, we narrowed in on the primary objective and used the client’s existing persona documentation to determine which personas they would need to target. From there we established a comprehensive and exhaustive list of content types that would support their primary objective, explicitly calling out new content types that would need to be created to fill any gaps.

To test the effectiveness of our information architecture documentation, we outlined conversion paths and simulated user journeys. Doing so ensures the organizational structure we are proposing meets the needs of the target audience. Once we confirmed the user journeys lined up with the technical documentation, we were able to create functional wireframes with confidence. These functional wireframes acted as a bridge between defining the content strategy and implementing it. These wireframes served as a blueprint for the client’s design and development team as we handed off the content strategy, passing the baton to the client for implementation.

The final result of the engagement is an elevated online presence that helps the client communicate the value of their academic licensing in a clear and compelling way. We provided a content strategy that drives conversions by design, meeting and exceeding our client’s maturing expectations for this growing segment of the business.

Client Industry: 
Client Size: 
$458.9 Million
Client Employees: 
Tactics & Deliverables:
  • Conducted interviews with key stakeholders
  • Conducted a content audit
  • Determined the primary objective and identified the target audience
  • Outlined a comprehensive and exhaustive list of content types
  • Established user journeys and outlined conversion paths
  • Created information architecture documentation for the development team including a taxonomy, content model and sitemap
  • Developed functional wireframes for key pages, ensuring the integrity of the proposed content strategy remained in tact during implementation
  • Provided SEO recommendations for the subject matter experts responsible for copywriting


What They're Saying

Fox’s work on re-architecting our tag management system has made our analytics work much more streamlined and efficient. Now we can now consume data in a more digestible way, which fuels a more effective marketing strategy

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