Developing an Idea
Signal Theory had been working with F.L. Emmert, a company that produced brewers yeast, an additive filled with protein and antioxidants that could be added to pet food. The client did not have a lot of money to spend and was looking for ideas that would have the greatest impact. The team had discussed that the client still needed to spread their story – that many potential buyers didn’t know the benefits of brewers yeast – and that the sales team spent a lot of time on LinkedIn trying to build connections,
To help reach their audience where needed, I pitched a LinkedIn content stories with each post focusing on a different aspect of their story and their product. These posts could then be used by sales and other employees to share with potential leads or to get the sales team the language they needed to build on a conversation.
The client loved the idea and asked us to create it.
Building Out the Strategy
From there, I had to determine what each post would be about and what those posts would say. The client had a number of formal research documents and published journal articles as well as a large sales deck all packed full of information. I read through all the relevant research and the sales deck and helped pull out important points, facts, and figures.
I built a strategy deck that included guidance on the story that each individual post would tell as well as the information that should be included in each one. Our copywriter on the project did not have experience writing for LinkedIn, so we worked together as I helped explain long-form LinkedIn storytelling best practices to craft the posts in a way that worked best on the platform.
The client wanted to encourage employees to share the posts, but we knew that it can be difficult to ask someone to share something when they aren’t sure what to say about it or how to frame it. So after writing the posts, we wrote two samples of language that employees could either copy/paste or use to build on their own thoughts when they shared the posts.
The Results
We built a content series that told a story, and one that the client loved. After the initial six posts were completed, centered around pet food and the benefits to cats and dogs, they requested another few articles that brought cow and horse feed into the mix.
Ultimately, our project was awarded a First Place prize for the Social Tactic category in the 2023 Region 6 NAMA Awards.
Gabs Roman 