Direct Supply
AKA: Small actions with big impact
SaaS | Long Term Care Building Maintenance
The Vision
Indoor Air Quality Segment (IAQ)
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Produce an actionable content strategy for their IAQ segment of their Building Management line of business to drive increased revenue from nationwide IAQ grant funding
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Collaborate in partnership with Madison IAQ to support increased awareness of the importance of IAQ in Long Term Care (LTC)
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Connect IAQ to top LTC challenges such as staffing, census, and infection prevention
Building Management and SaaS
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Conduct user and customer research to aid the advancement of UX and marketing objectives for their SaaS building management offering
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Create internal documents to support other content creators in streamlining their content production efforts
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Devise new ways of thinking about content that can span all lines of business
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Act as thought leader in the SEO and Content Marketing space
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Facilitate growth and development of junior content creators
The Challenge
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Line of business and content silos make aligning a content strategy to a specific brand voice difficult
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Current style and voice guide in need of updating and implementation
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Search traffic low
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Resources for multimedia efforts are scarce
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The company currently does not have content design, strategy, or UX writing baked into its marketing and UX design foundation
My Role
Content Strategist
The Process
IAQ
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Spent significant time interviewing internal partners to understand the product line, buyer personas, and customer journey
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Pinpointed several gaps in content and devised a content calendar to fill those gaps
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Identified UX copy issues on high-value landing pages used by sales
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Educated partners on the need for a UX writing lens rather than a copywriting lens to solve those experience issues
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Began a process of customer journey mapping and tapped UX designers to see how to plan for a future project that would allow us to optimize those pages
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Created a series of "IAQ in LTC" articles in conjunction with a webinar targeting the three specific challenges LTC administrators face today
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Aligned with PR to promote those articles in a sponsored newsletter takeover with leading trade publication Argentum
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Pivoted to support a re-promotion of the webinar after an issue with the webinar software caused us to have to reschedule
Due to the nature of my contract, I cannot share internal documents or images from Direct Supply. However, you can see the completed, publicly published articles here:
Building Management and SaaS Offering
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Conducted surveys with the Digital Learning team to gain better understanding of Maintenance Director needs and goals
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Drove in-app experiments to change user behavior in service of ease of use and company goals
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Advised junior content strategists with SEO and copywriting to ensure content aligned with current brand and style guide
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Targeted recommendations for Direct Supply to achieve the digital transformation they desire
The Outcome
IAQ
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All three of the new "IAQ in LTC" series saw:
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A decrease in bounce and exit rates above Direct Supply's average
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Average on-page time of 2:30 - long enough to read each article in its entirety
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#1 result in SERPs for their primary keyword
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Multiple top 10 rankings on SERPs for other targeted keywords
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The webinar achieved 200% the average enrollment, even with the software malfunction forcing a reschedule
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IAQ team continues to ideate and execute targeted blogs, emails, and high-value content assets such as case studies in line with business objectives
Building Management and SaaS Offering
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In-app experiments led to the implementation of a new UX workflow that increased targeted in-app conversions by 50%
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Surveys clarified content needs for future top-and-mid-funnel content
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Surveys and experiments gave a clearer picture of user and customer types to be leveraged for future UX workflow optimizations and content design projects
Growth Moment
This long-term contract taught me the need to target small actions with potential for big impact. As I continue to produce content and UX strategies that achieve desired outcomes, I build more value that supports my ability to suggest a larger project that requires more risk.