SolidCad
Long-Form Meets Social Media for B2B Growth
Content Marketing Strategy | Social Media Strategy | Thought Leadership CONTENT | Content Development
SolidCAD is a Canadian technology consulting and digital transformation firm focused on serving the construction and manufacturing sectors. For many years. the firm’s focus was on technology resales, training, and technical support for AutoCAD software, but with a recent shift to a business consulting focus, SolidCAD needed to adjust its content strategy to address a new audience, better conveying its established authority in digital transformation.
With an updated business focus, SolidCAD needed a fresh content and social media strategy.
Our first phase of work included a thorough brand content and competitive audit, and the development of a strategic roadmap.
SolidCAD invited our team to support them with developing a new content and social media strategy that highlighted their focus on business consulting. Based on this strategy, we were also asked to develop a series of aligned content packages that would showcase its fresh business messaging to key audiences, highlight SolidCAD’s expertise in digital transformation, and, through compelling storytelling, reflect how the firm was helping business leaders achieve their goals.
Over the course of several months, our team of content strategists and researchers worked with SolidCAD to develop a strategic content roadmap that outlined the company’s content objectives, target audience personas, story pillars and brand messaging that focused on highlighting its brand value proposition.
We conducted a thorough content audit and review of SolidCAD’s worthy rivals, developed a stage-based messaging map, a content channel plan, a content calendar, and a library of templates and sample content that SolidCAD could use going forward.
We also put together a brand content kit for SolidCAD that included a voice and tone guide, hashtag research and recommendations, as well as SEO guidelines.
We then turned our attention to developing compelling thought leadership storytelling to connect with audiences and share SolidCAD’s considerable expertise.
Following the approval of our visual branding materials and strategic roadmap, we set out to craft a series of story packages that would establish SolidCAD’s thought leadership in business consulting in their target sectors.
Each of the packages would include a long-form “anchor article” like this, and a series of six social media posts tying back to that anchor. Those social posts were then published across four of SolidCAD’s social channels (LinkedIn, Facebook, Twitter/X and Instagram) – with a focus on LinkedIn as the primary channel. Our design team developed an engaging range of reels, infographics, carousels and static visuals to accompany each post.
In order to craft our long-form anchor content, we interviewed SolidCAD president Marcus Tateishi, gathering authentic personal stories that would add a human dimension to SolidCAD’s thought leadership content. We also interviewed a key SolidCAD client to develop a case study reflecting their partnership perspective.
And to ensure visibility on these packages, we provided SolidCAD with suggestions for promoting their content organically in order to maximize their reach and engagement, as well as guidelines for leveraging a paid content strategy.
Thank you, SolidCAD for your kindness, trust, and for teaching us a thing or two, too!
We love a project where we feel we’re bringing unique value to a small but mighty marketing team, and that was certainly the case with SolidCAD. This is a firm focused on its work, and we were honoured that they selected us to help them express the stories of that work and value.
And not only was the SolidCAD team truly lovely to work with, we also learned a ton about the power of digital transformation for businesses in construction and manufacturing – not to mention the latest innovations in window manufacturing technology!
Looking to tell your brand story with integrity?
Check out more of our work here—and please feel free to reach out to discuss ways we might create strategy and/or ongoing content for your purpose-driven brand.