← Back to portfolio

Case Study: Recreating Content Strategy

Published on

Challenge

Following a major restructuring of the marketing department, RingCentral needed an overhaul of its US content strategy. The existing process lacked structure, transparency and efficiency. I was brought in to realign content’s role in the marketing strategy, improve operational efficiency, and maximise content ROI.

Strategy

  • Conducted a content audit to assess assets, identify gaps, and optimise for performance.
  • Mapped the content creation process to improve clarity and efficiency across teams.
  • Established content governance and digital asset management to centralise workflows and ensure consistent quality.
  • Reestablished relationships with marketing leadership, product marketers, campaign managers, creative teams, and sales enablement.
  • Integrated GenAI tools into content production, improving scalability and reducing turnaround times.
  • Developed a structured content performance tracking and reporting system to inform strategy and optimisation.

Execution

  • Migrated project management processes to a new tool, improving team coordination and tracking.
  • Onboarded and managed content creation vendors, establishing streamlined workflows and better communication.
  • Took ownership of the content budget, ensuring spend was tracked, optimised, and aligned with strategic goals.
  • Commissioned market research to support the development of a more data-driven thought leadership strategy.

Results

  • 21% improvement in ROI on content creation spend.
  • Faster turnaround times and improved content scalability through GenAI integration.
  • Clearer stakeholder alignment, with reestablished connections between key departments.
  • A fully mapped and documented content strategy, ensuring long-term operational efficiency.