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Case study: Interim online business marketing strategist

Content strategy & production

· Case studies,Content strategy,Writing

As interim online strategist for amsterdam inbusiness and Amsterdam Marketing, we developed an effective content strategy which resulted in record stats.

The client

A joint venture between amsterdam inbusiness (Economic Affairs) and city marketing organisation Amsterdam Marketing, iamsterdam.com/business aims to attract international talent and investors to set up shop in the Amsterdam Metropolitan Area.

The brief

Acting as interim online business marketing strategist, we were commissioned to develop and execute a new online strategy for the business marketing programme of I amsterdam.com. Over the next 1.5 years, we focused on improving the user journey and overall quality of the content.

The strategy

Our editorial manager took a collaborative, strategic approach and worked on-site with several stakeholders to establish goals and KPIs. We then developed a content strategy, researched keywords, coordinated a usability study and proposed and implemented new navigation and page templates. Finally, we prioritised, evaluated, refined, redefined and produced fresh SEO-rich content for the site.

The result

The outcomes were continuously monitored and presented to the client. Among the positive outcomes were a 35% increase in traffic and a 15% reduction in bounce rates. The final step of the project was to develop a content calendar, workflow and job description to help the organisations recruit and train a candidate to take on the role in-house.

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