Case Study: Recreating Content Strategy
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.