Creating Equity for Women At Work
PROJECT: Report + Content Strategy | PUBLISHER: Built In
DELIVERABLES: Developed and wrote 360-degree ecosystem to support the 26-page white paper. This included an amplification and distribution strategy to build brand authority and generate qualified leads.
MY ROLE: I developed the strategy and penned the report and its surrounding elements, including articles, infographics and social media.
DESIGNER + ART DIRECTOR: Shannon Duke
“Surround-Sound” strategy
The thinking
Jumping the gate. It’s not enough to place a piece of cornerstone content behind a gate and expect results. We surrounded the report with related content, driving engagement with articles, a newsletter, social, infographics and a webinar I hosted.
No insight left behind. With such a rich foundation of material, much of which had to be edited down, I repurposed and re-cut wherever possible. I turned sections of the webinar discussion into articles and made social posts out of pull quotes, stats and infographics.
The results
Lead generation. The strategy exponentially increased touch points, driving more people to download the gated asset.
Ambassador cultivation. We engaged the report’s interviewees on social, giving them a bigger platform from which to develop their own brands. They became invested ambassadors, promoting the report as “a must read,” while people in their networks commented and reposted.
Below: View Elements + Read Content
The Talent Byte
PROJECT: Content newsletter
This newsletter, the first of its kind for Built In, differs from the company’s previous email newsletters in that it centers on thought leadership, not promotional messaging. It has a distinctly “kicky” voice and is designed for skimming. Every component in the newsletter drove viewers to the cornerstone report.
Open rate: 35.77%
Average open rate for tech: 19.29%.
Email open for longer than 8 seconds: 41%
Indication that viewers did not just skim the content; they read it.
The timeline: Women at work
We’re still on the journey to achieve equity for women at work, but this timeline offers reasons to hope (as well as some harsh truths). It highlights outstanding women leaders and flashbulb moments in the history of women professionals.
Social media
PROJECT: Repurposing content for social
Below: Engagement Examples
Creating ambassadors
In addition to using pull quotes, infographics and stats as posts, social media promoted our related articles. Contributors felt more invested. People in contributors’ networks commented, engaged and reposted liberally. This extended our reach, driving more prospects to the report and growing awareness of the robust thought leadership Built In offered.
Related content
PROJECT: Wrapped the report in related + sharable articles
Below: Background + Articles
Many of these related articles leverage insights from interviews that would have otherwise gone unused, giving the experts who shaped the report a bigger platform.
Say Your Pronouns: Making Work Safe For LGBTQ+ Employees.
A leader discusses how to make the workplace equitable for LGBTQ+ people.Silence On DEI: Louder Than Words.
A Q+A with DEI lead Christy Pruitt-Haynes.How Upskilling Lowers Barriers To Entry For Women In Tech.
A conversation with AWS’ Maureen Lonergan.Women Are Wondering: Has DEI Even Made A Dent At Work?
A Q&A with DEI leader and CEO of Collective Kellie Wagner.“If I Advanced, So Can You”: The Leadership Fallacy That Impedes DEI.
The mindset shift leaders must make to make work more equitable for women and all people.On The Long Road To DEI, Follow The Next Generation’s Lead.
One DEI leader finds hope in the next generation.
Infographic
What if there were no gender pay gap? Find out what that world would look like for women by clicking the link below.