Content strategy

Utilising customer insights to develop content strategies, increasing engagement across journeys and channels

Context

Researchers operate under publication and grant pressure, where speed, accuracy and confidence directly affect career progression. The opportunity was to reposition product content so it directly supported researchers’ desire to get published, not just to purchase.

Challenge

Existing imagery and content lacked clear differentiation from competitors and leaned heavily into scientific context rather than the motivations driving researchers themselves. It focused on the industry, not the individual, overlooking why customers were there and what they were ultimately trying to achieve.

The goal was to shift the narrative to communicate product quality, precision and reliability while reinforcing shared ambition. We wanted researchers to feel that we understood their pressure to publish, deliver results and make meaningful progress, and that our products were built to support those goals.

Approach

The strategy centred on relevance and credibility. I defined desired outcomes with UX and Product, ensuring content aligned to real researcher journeys. We developed a detailed photography brief and storyboarded assets from concept through to digital placement. Dynamic, context-rich shots replaced static imagery, selected intentionally based on where and how customers encountered them across web, mobile and social channels.

Collaboration spanned Marketing, Brand, Product and Engineering to ensure imagery supported live customer journeys rather than sitting alongside them.

Impact

The work established a new visual direction for the brand and elevated specificity, clarity and scientific credibility, and set a scalable standard for content aligned directly to user intent and measurable digital outcomes.

Stakeholder & Executive Alignment

The shift marked a departure from the established visual style, requiring careful alignment with marketing, brand and executive stakeholders. I collaborated with stakeholders to explore how a more human, goal-focused approach could differentiate us commercially and better reflect researchers’ motivations.

While there was initial hesitation about moving away from traditional scientific imagery, leadership ultimately supported the direction, recognising the need to make the brand more people-focused and aligned to customer ambition.