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Case Study: Scaling Content

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Challenge

RingCentral UK had a scattered content landscape—disjointed pieces from various sources, inconsistent adaptation of US content, and no strategic approach to unify campaigns. Without a content strategy or governance framework, marketing efforts lacked alignment and efficiency.

Strategy

  • Analysed campaign plans, audience profiles, messaging themes, and market research to identify content gaps and opportunities.
  • Developed a pillar content framework built around audience pain points, product messaging, market context, and campaign themes.
  • Created a structured content production plan to maximise ROI and ensure a cohesive narrative across all assets.
  • Aligned with marketing leadership, product marketers, and campaign managers to set expectations and secure buy-in.

Execution

  • Produced pillar content designed for multi-channel use, prioritising content upcycling and repurposing for efficiency.
  • Implemented a structured content governance process to ensure consistency, relevance, and long-term value.
  • Conducted enablement sessions to equip teams with a clear understanding of content strategy, purpose, and application.

Results

  • Increased efficiency in content production and higher ROI on content investments.
  • Full-funnel content coverage for the first time, directly supporting marketing campaigns with a structured, strategic approach.