Proof, not promises

Situation

Keyrock was seeking Series C funding, bringing closer scrutiny to its place in the market. At the same time, the crypto investment group was doubling down on its institutional offering, but its positioning didn’t match the new direction.

No formal brand or product positioning existed. Marketing, sales and the C-suite weren’t speaking in the same voice.

Response

We held discovery interviews with stakeholders across the business to understand Keyrock’s unique value in the context of audience needs and competing options.

Those discussions uncovered consistent threads we used to piece together formal brand and product messaging, delivered as a single live document for everyone to draw from.

Outcome

One complete messaging house, fully aligned to the existing tone of voice, that allows every team member to communicate what sets Keyrock apart using the same words.

Going one step further, the new messaging was applied to a complete website rewrite, leaning on our understanding of the brand’s audiences to mould copy to the reader’s knowledge level per page.

See the Positioning & messaging service

Situation

Leading crypto exchange OKX was growing its presence in Western markets, where scam fears can be a barrier to new users entering the category. Compliance obligations also mean exchanges must demonstrate how they’re actively protecting users from scams.

Box-ticking articles published on the blog wouldn’t do enough.

Response

The brief was reframed from a compliance need to a campaign that solved a user need. Content custom-built to educate, rather than just be linked to, would do more to satisfy regulators. The most common scams were agreed before relatable, practical advice on spotting and avoiding fraud tactics was written to the audience’s sophistication level.

A standalone microsite was produced for the content to be accessed through, creating a stand-alone destination for self-education. A social and email campaign then put the knowledge in front of users before they faced trouble.

Outcome

A user-centred trust asset was actively distributed rather than passively held on a blog, addressing a common audience need while meeting a compliance obligation. It all existed on a live platform the brand could constantly update as new threats emerged and guidance changed, giving the brand an example of their commitment to fighting fraud.

See the Content strategy service

Situation

OKX Learn was already live and producing content when I took ownership as the editorial lead. The platform served several jobs at once: SEO, educating readers from beginner to advanced, and moving users toward product decisions. Keeping the quality high with few resources was a challenge.

Response

A full analysis of what had already been published, for who, and to what quality standard. Collaboration with the Head of Content to identify the most urgent subject gaps in the content strategy, tied to product marketing demands. Set standards and output priorities against the resource available, before writing and copyediting content to keep the content machine ticking.

Outcome

An editorial operation with a defined standard and consistently high output, working towards brand and commercial objectives. Learn supported a 122% year-on-year growth in app downloads during my involvement.

See the Content & editorial audit service

Situation

Jersey-based Reckon recognised an opportunity to be an educator in its space, building the brand through knowledge-sharing. The team lacked the resources to give the project the time it needed.

Response

We built a discovery and sign-off process around a time-poor C-suite that still allowed us to capture genuine personal insight, rather than borrowed opinions. The content strategy started conversations we knew the audience were looking for right now, and everything linked back to a commercial objective.

All long-form content was repurposed for social, targeting only the channels the brand could commit to and nothing more.

Outcome

We created a content machine that allowed for a steady drumbeat of awareness and engagement on the most effective channels. Discussions were started with prospects to feed the conversion funnel, while newly created messaging had a place to reach audiences and build the brand’s positioning.

See the Executive visibility service

The mandate

Co-build a content specialism inside Ogilvy’s PR unit in the UAE. Be a champion of creative thinking no matter the client, objective, format, or channel. Take central ownership of content produced by account teams, in English and Arabic, where quality and process had no sole owner.

What was built

A team that scaled up to 13 at its largest. An editorial process built to produce proactive multi-format content rather than reactive delivery. Exceptional standards held across every piece of content leaving the agency, alongside strategy, creative campaign planning, and managing freelance resources.

What it produced

An efficient, creatively driven function built to consistently create high quality content regardless of workload pressures. Work good enough to win awards and earn coverage in leading titles. Capabilities that grew in the team through training and mentorship. A function that generated revenue rather than only servicing existing clients.

See the Fractional Head of Content service