Case Study: Research Backed Social Media Content Calendar
Onifeloluwa Adebajo
The Journey to Digital Banking and Tech Innovation
Five28, previously focused on general interior design, is now making a strategic pivot to specialize in designing for banks, fintech firms, and companies driving digital transformation. As part of this transition, I developed a comprehensive content strategy to align their brand identity with their new target industries and ensure a winning presence in their niche.
The Challenge
Shifting from a broad market to a specialized one required more than just aesthetic adjustments, it needed a redefined brand voice, a sharp focus on customer needs, and a content approach that resonated with their new tech-savvy audience. Five28 wanted to highlight its expertise in creating spaces that embody innovation, functionality, future of banking and forward-thinking design for the banking and tech world.
The Process: Building the Foundation
To set the stage for success, I started with these foundational steps:
Content Audit
I reviewed all existing content that I had previously created for the company in the previous quarter to identify gaps and opportunities for repositioning. The focus was to determine what could be repurposed and what needed a fresh approach to align with their new direction.
Ideal Customer Persona (ICP)
I defined Five28's target audience, which included:
Banks and fintech organizations
Digital transformation leaders
Tech industry startups and innovators
Key insights included their need for modern, functional, and brand-aligned spaces that reflect technological advancement and professionalism.
Competitor SWOT Analysis
I analyzed competitors to understand their strengths, weaknesses, opportunities, and threats. This provided a clear picture of how Five28 could differentiate itself in the market.
The Strategy: A New Approach to Content
Social Media Calendar
I created a detailed, content calendar with 40 ready-to-implement entries tailored to the banking and tech audience. The strategy leveraged repurposed and evergreen content to streamline distribution while maintaining relevance.
Exerpt from Revised Social Media Strategy for Digital Transformation
Key features included:
Cross-platform repurposing suggestions (LinkedIn, Instagram, Twitter, and TikTok)
Funnel stages and content goals (awareness, consideration, and decision-making)
Detailed content formats: Threads, carousels, videos, single posts
Media inspiration: Visual mockups of tech-inspired designs and spaces
Hashtag and caption strategy: Focused on innovation, design trends, and tech aesthetics
Scripts and copy: For talking videos, case studies, and motion graphics
Engagement Themes
The calendar featured engaging and industry-relevant content themes, including:
How-to Guides: Tips on optimizing workspaces for tech innovation.
Behind-the-Scenes (BTS): Showcasing the design process and innovative ideas.
Problem Awareness/Solving: Addressing common issues in workspace design for banks and fintechs.
News and Trends: Highlighting innovations in banking and tech spaces
User-Generated Content (UGC): Leveraging testimonials and customer stories
Exerpt from Digital Transformation Focused Content Strategy
The Results
Five28’s new positioning gave them a unique edge in a competitive market. By establishing a clear content strategy and focusing on their expertise in banking and tech, the brand was able to:
Build trust and authority in their niche
Attract and engage their target audience with consistent, high-quality content
Streamline their marketing efforts through repurposing and targeted messaging
Five28 is now poised to become a go-to name in the banking and digital transformation design space.
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Posted Dec 16, 2024
Created a social media content strategy using competitor analysis, audience research, and ICP insights to repurpose long-form content into impactful posts.
