Building an Organic Content Strategy for a Creative Hiring Platform
CLIENT: CREATIVELY
INDUSTRY: TECH - B2B+B2C
FOCUS: CONTENT STRATEGY & MANAGEMENT
CREATIVELY IS…
A venture-backed startup created to help brands hire top creative talent, positioning themselves as “LinkedIn for Creatives”. Their platform offers 400k+ creative professionals and top brands with a dynamic space to connect and collaborate.
PROJECT OBJECTIVE
After reducing their paid advertising spend, Creatively wanted to revamp their organic content strategy to increase user acquisition through social media and targeted email marketing campaigns across their O&O channels. Gray House co-authored an organic content strategy framework that focused on building brand awareness and optimizing content for engagement and growth.
DELIVERABLES & MILESTONES
Multi-channel organic content strategy spanning Email, Instagram, LinkedIn, Facebook, Twitter, and TikTok.
Creation and management of their social media content calendar with posts tailored to both audiences (creatives vs. brands).
Email Marketing designed to attract creatives and brands, covering topics like portfolio building, hiring processes, and promotional pricing.
Influencer partnerships to expand reach on TikTok.
Regular analytic reporting on content performance and optimization recommendations based on analytics.
UTM code tracking for all social media posts to measure impressions, engagement rates, and clickthrough rates.
Migration support from SendGrid to Braze for more robust email segmentation and insights
RESULTS
The result was a flexible content strategy framework that allowed the Creatively team to set strategic KPIs around overarching business goals, increase brand awareness and user engagement, and measure the efficacy of content across all channels.
BENCHMARK METRICS DURING ENGAGEMENT