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Content Strategy & Development

Epicor Software food and beverage industry trends campaign
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The Ask

The Epicor UK product and field marketing team researched and drafted a white paper highlighting food and drink trends. They asked me to help them build a full suite of marketing assets to support the topic.

The Goal

This campaign's goal was to reach food and drink manufacturers and distributors based in the UK to a) create brand awareness and b) generate leads for our recipe-based manufacturing software.

The Process

To achieve our goal, I:

  • Met with our stakeholders to understand their needs and build a creative brief

  • Conducted SEO research and ranked target keywords

  • Built a comprehensive content plan that listed the assets my team recommended producing, the buyer journey stage for each asset, and timeline

  • Pitched the content plan and got approval from our internal stakeholders

  • Created a content calendar

  • Led all writing, editing, design, quality control, approvals, and publishing tasks with employees from 8 different departments

  • Coordinated social and digital amplification (paid and organic)

The Deliverables

The Results

This campaign had a rolling launch period, so performance data was incomplete when I left the company. Two major victories were: 1) establishing our newly formed content marketing team as a resource for strategic guidance, and 2) building a blueprint for future content campaigns for other groups and initiatives.

* Item incomplete prior to my departure

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