Challenge: Bluebeam's company blog had low production output and engagement and lacked goals, strategy, analytics, and an international presence. As a creative director knowing very little about editorial workflows, I took over managing it.
Action: Through streamlining processes, building a robust team of experts, developing a digital marketing and social strategy, and executing a rebrand, I achieved incredible growth and engagement.
Result: Over three years, I successfully transformed the company blog into an influential industry publication in 6 languages, with a remarkable 300% growth in content production and a viewership surge from 2,000 page views per month to 40,000 page views.
About the project
Building the Team + Implementing Strategy
I strategically expanded the team by hiring an editor-in-chief/journalist, harnessing the talents of in-house creatives, and supported the curation of a diverse freelance roster of 25+ writers and illustrators to increase production output for a third of the cost.
I implemented end-to-end strategies encompassing content calendar development, tailored ad messaging and visuals, budget management, and performance optimization through internal and agency analytics.
8x growth in content production in the first year.
Remarkable 400% increase in page views/mo over 2 years.
Visual Upgrade + Quality Increase
I differentiated our brand from other construction publications with high-quality visuals by building an internal original photo library, securing 10+ recurring illustrators, standardizing production processes, streamlining our video content creation, and implementing graphics packages for branded and limited video series.
I guided my team to create videos inspired by Built articles that had been successful based on industry trends we were monitoring. We were very proud to achieve 1.5M views, 95% being organic, with our Mass Timber video and build great brand awareness.
Within 6 months, 90% of all publication & ad images were non-stock.
Average 51% video views increase YoY for 3 years.
Rebrand from StrXur to Built
For our rebrand, I led design sprint workshops, analyzed site data to drive UI/UX decisions, managed the plan to incorporate content in six languages, collaborated with an agency for SEO-optimized site and article keyword research, and meticulously planned and budgeted the launch campaign and internal marketing strategies.
Campaigns
I managed the publication campaigns which blended prospecting and organic tactics for article promotion and used retargeting ads to attract email subscribers. I oversaw our internal team, creating all design and copy assets while I collaborated with an agency on strategy as they executed posting and analyzed campaign performance.
200% increase in pageviews within 6 months from 10k to 30k per month.
10x increase in email subscribers within 1 year.