Bringing the New Fluent City Brand to Life with a Robust Content Strategy and Creation of Original Assets
Working as Content Community Lead at Fluent City, 2016 - 2017
Content Strategy, Content Creation, Photography, Graphic Design, Copywriting, Search Engine Optimization, Influencer Marketing
Founded in 2011, Fluent City is an innovative language training organization, offering instruction to individuals, groups, and businesses in 11 different languages. I joined their team 3 months before their relaunch and branding overhaul.
As a pivotal member of this relaunch, I helped reposition the company's mission, content, and messaging. One of my core responsibilities was to create a digital content strategy and calendar that served company needs, included relevant and high-value content for the Fluent City audience, and pushed the brand forward.
Psychographic Research & Content Strategy
4 Key Personas
Who were our customers and which content types would resonate with them? To find out, I compiled research from interviews, user surveys, and existing Salesforce data. From there, I extracted 4 key personas: 1/ The Traveler, 2/ The Working Professional, 3/ The Lover, 4/ The Explorer
Understanding the Competitive Landscape
After discovering our 4 key personas, I then used tools like Google AdWords and Buzzsumo to review existing content trends and opportunities to fill in gaps.
Building Content Strategy
Bi-weekly, the gathered insights were compiled and organized into a massive spreadsheet that was shared across the entire company, streamlining paid advertising, email marketing, and other initiatives.
Custom Brand Photography
300+ Pages of Content for Website Relaunch
Rebranded and repositioned entire company, established brand voice across all marketing channels. Created photo library of 500 original assets.
500% Growth in Instagram Audience
Significantly grew user following & weekly engagement on Instagram. Increased blog & website traffic (most notable: 800% spike)
Creation of Content & Email Marketing Strategy
Streamlined content strategy across 5 marketing channels including blog, email, social media, paid advertising, and influencer campaigns