OFF MADISON AVE | Agency Blog
CLIENT: Off Madison Ave
INDUSTRY: Advertising/Marketing
AUDIENCE: Potential talent (interns, staff)
CONTRIBUTION: Content Plan & Calendar, Project Management, Copywriting
Having recently transitioned from intern to full-time staffer, I was an obvious choice to join Off Madison Ave's internal marketing team. One of the first projects to launch was the content strategy and calendar for the agency's blog, intended to appeal to potential talent researching our agency.
Process & Strategy
1. Headlines - The headlines and titles are all very informal; given their prominence within the design, the goal was to immediately grab the attention of our (younger) target audience who may be scanning the page.
2. Tone - Similarly, the tone of the entire blog was extremely casual. It was written to be read almost as if it were addressed directly to the reader.
3. SEO - The SEO strategy was minimal, as the content strategy for the website as a whole was still under construction. Regardless, links were incorporated throughout that connected relevant words or phrases with deep interior pages of the site, like the Public Relations team page or client roster.
4. CTA - The blog transitioned well into the call-to-action, which provided prospects with the opportunity to directly apply for available positions.
Results & Impact
More sophisticated tracking metrics were incorporated at a later date, once the blog began being heavily promoted throughout other channels like social media. However, the three blogs I contributed in 2011 ended up earning the most traffic of any piece written that year.