When I started working with Ilai Szpiezak, UPSTAGE’s founder and CEO, he was not at running his first company.
Ilai is a very passionate businessman and has a lot of ambition. He came to me with a clear objective: Attracting more high-profile corporate clients.
Using content marketing to change your brand’s positioning, attract new type of clients and build a strong online community
- Work currently in progress 30% 30%
Ilai had been an entrepreneur for several years already and had founded UPSTAGE less than two years before we started working together. UPSTAGE was already a successful company but Ilai had more ambitions for his career: he wanted to attract more high-profile corporate clients so he could scale up and develop larger creative projects.
Introduction – We started with an online audit where I observed his positioning and compared it to his main competitors. From a messaging point of view, how could we close the gap between Ilai’s goal to attract high-profile corporate clients and the current situation?
Strategy – We then precisely defined the main four themes we wanted to position UPSTAGE on and from there we developed a content marketing strategy on different platforms and channels. The strategy involved building a strong LinkedIn presence and creating a Medium profile as well as creating proximity with his community through regular behind the scene content on Instagram and Facebook stories.
Implementation – From writing pilar articles to producing a personal branding video and conversational social media posts, I am guiding UPSTAGE in sharing a message which attracts, nurtures and converts prospects into clients.
BONUS: Our work also involved an SEO workshop to optimise UPSTAGE’s website ranking. From improving internal page linking to titles & writing meta-descriptions, we looked into the basics of Search Engine Optimisation.