The challenge
Catherine Schultz, Keyfactor's Senior Director of Content & Communications, was a content team of one. She was pulled in every direction. She had to connect demand generation, product marketing, PR and content creation. Leadership and other stakeholders sent her requests, and product marketing set SEO goals she had to meet. Without an overall strategy, the content didn't have a clear direction.
The subject matter made it harder. Keyfactor works in IoT, PKI, machine identity and certificate authority software. Its content had to be accurate and still worth reading. That's hard in a field this technical.
What I did
I worked with Catherine to build a year-long content strategy for Keyfactor's highest-value audience. That meant C-level executives, senior directors and board members. The strategy focused on two use cases, certificate management and IoT, so Keyfactor could build authority where it counted most.
We also helped Catherine set up and benchmark the metrics that measure the content. We worked across Keyfactor's marketing teams, so content didn't sit apart from the rest of marketing. It could support wider campaigns. That work gave the exec team's thought leadership a stronger voice and built buy-in for content inside the company.
The strategy gave content a clearer path, from the first idea or request to the finished piece.
Results
My team led release planning for Keyfactor's two flagship industry reports. We launched Keyfactor's monthly newsletter. It reached more than 60,000 email subscribers and over 2,000 LinkedIn followers.
To track the strategy, we set up a reporting system. It let us check the work against the original goals and measure the progress we'd made.