BACKGROUND
This project was for a client in the B2B management consultancy space. The goal was to build a meaningful digital content presence on the one platform where the firm's decision-maker audience was concentrated, without defaulting to the generic, over-polished content that makes most professional services brands indistinguishable from each other.
I defined six content types each with a distinct purpose, a weekly posting rhythm split between personal leader profiles and the brand page, and a tone of voice framework built around five principles with worked before-and-after examples showing exactly what the difference looks like in practice. The strategy was explicit that personal profiles should carry the most important content, since they consistently reach three to five times more people than brand page posts for equivalent content.
The result was a strategy built around one clear measure of success: that when a decision-maker at a target account encounters the content, they come away thinking the firm understands their world, which is the only LinkedIn outcome that generates commercial returns for a professional services brand.
