Mercer Capital
Working for a business valuation and financial advisory firm outside of a major market afforded me the opportunity to help this content-producing machine target their content well.
The Brief.
design • content marketing • salesforce
Working as a designer and marketing associate for Mercer Capital meant I spent the majority of time in and around the blizzard of content the firm produced. Since the firm produced three weekly blogs, more than a dozen quarterly newsletters, and regular whitepapers, I became involved in the entire content marketing process. While the aim was to get content from the analysts out the door, efficiency and targeting were key. Thus, I templatized my documents, performed initial keyword research, and analyzed KPIs after the campaign.
Additionally, the firm built out a Salesforce org to track contacts and touches. I worked closely with the third-party developer to translate the needs of internal stakeholders to meaningful fields. After the launch, I regularly trained the staff and built out additional features to capture the needs of the firm. From there, I built reports to transform that data into information.
FEATURED PROJECT
Family Business Director Book & Blog
One of the firm's seniors sought to launch a new service line targeting family business owners.
We worked with him to identify existing clients and referral sources, understand the breadth of personas, and pinpoint influencers. Equipped with this knowledge, we tested the waters with a series of LinkedIn posts to gauge interaction. Given the positive feedback, he repurposed some of the blog posts into a book which we self-published through Lightning Source.
Given the momentum and bank of content, we launched a blog to more formally and intentionally direct our efforts. Prior to the launch, I performed market research surrounding our competition in the space and keyword analysis to direct content creation efforts. As part of the process, I mocked up posts, created corresponding social images and infographics, and sent emails campaigns.
With the blog launch, we used the book as a tangible way to point our audience to the blog in an effort to gain new traffic, new subscribers, and ultimately, new prospects. In order to track our efforts firm-wide, I developed a system in Salesforce to track distribution efforts.
