Creating strong on-brand content that generates leads, builds engagement, reinforces the brand Staples, both internally and externally, and helps it grow – this was my responsibility at Staples.
When I started, the company was in the midst of a transition from a global to a leading Benelux company. One of the biggest challenges was ensuring that the new business strategy was properly communicated and understood by employees and customers. To make this happen, I closely collaborated with the management team and other key stakeholders. We developed a content strategy that would help employees and customers alike understand our new direction and how it would benefit them. This involved creating fresh, informative, and engaging content, while also making sure that existing content was updated to reflect the new direction, including setting up and managing our content calendar, social media channels, inspirational blogs, web content, mailings, advertisements, and internal communication channels. It was a challenge that I enjoyed undertaking, and I’m proud of the role I played in helping Staples successfully navigate its transition.
Deliverables:
Content strategy and creation:
- Creation, management, and optimization of the content calendar.
- Creation, management, and optimization of the inspiration blogs on Staples.nl.
- Creation, management, and optimization of the LinkedIn content.
- Creation of the ‘organizing’ campaign, including landing pages, brochures, blogs and social media posts (will be published in September 2022).
- Creation of the Hybride campaign, including landing pages, brochures, blogs and social media posts.
- Creation of the WerkMonitor website, the launch campaign and all related content on social media, Staples.nl, mailings.
Optimizing flow and engagement:
- Content pillars for optimizing branding: In addition to product content, I focused on other areas we wanted to be known for as authorities in the field, or had set as goals : sustainability; innovation; hybrid working; employer branding, recruitment.
- Content processes for optimizing flow: Work smarter, not harder. By implementing new or better processes to gather and publish stories, we were able to automate workflows, get more done in less time and optimize results.
- Optimizing internal and external engagement by including stakeholders from all departments in the content creation process. I strongly believe in inside-out engagement: the power of within is key to boosting company image and communication with the external world.
