The ask.
Boost brand awareness by answering (and ranking for) high search-volume questions across various digital platforms while building site authority.
Materials provided: Content strategy brief, SEO keywords, audience personas.
How I helped:
Set brand voice and tone for the various Amway brands.
Worked with Designers to create infographics and socials.
Turned articles into scripts, helped with storyboards, and QA’d final videos for YouTube.
Process.
Step 1: Article creation.
The articles were the foundation for the deliverables my team needed to execute. As so, that meant they needed to tell a story that could be easily illustrated through video and just as easily broken apart as standalone social assets.
Step 2: Infographics & socials.
While writers love to think that everyone reads the full article, the truth is they don’t — which means supporting visuals, infographics, and even socials need to tell a strong enough story on their own to get the same point across.
Step 3: Scripts & videos.
With articles finalized, I had to trim them to fit within a 1.5-2 minute YouTube video script. In addition to preserving key messaging points, it was just as important to preserve the fun, friendly tone I incorporated into the article.