Infor Retail
“Who said enterprise software can’t be as fun, engaging, and intuitive as the apps you use at home?
Project Type
Brand launch
Client
Infor Global Solutions
Roles
Content strategist, copywriter
Overview
Goals
With a new leadership team at the helm, Infor Retail sought to reboot its brand with a new go-to-market content ecosystem. The goals: to increase awareness, prove credibility, cultivate brand equity, and build trust.
Challenges
Prior to this relaunch, Infor had little presence or recognition in the retail space. To build a brand, establish authority, and create a following, we would need to develop a comprehensive strategy backed by quality content.
Role
In addition to developing a style guide, executive brief, and content plan for the site's launch, I wrote the site's blog and newsletter.
I also hosted and produced Reinventing Retail, a podcast which interviewed industry experts about hot topics in the retail space.
Reinventing a brand
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While the Infor Retail brand had remained mostly dormant prior to the relaunch, our expertise in the space was a huge asset. To speak to industry realities and trends, we looked to our in-house industry experts. Through videos, podcasts, and guest blog posts, we helped them to share their invaluable perspectives—actively interacting with and responding to other experts in the retail space.
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Great content without a distribution plan is wasted. The team created a holistic content calendar, tracking topics and channels, to ensure a steady and strategic delivery of related content across channels.
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With a focus on quality content, the team drove traffic through organic means only. All assets were optimized for search—using trending and frequently searched keywords and topics—and maximizing frequency of new content in a variety of channels.
In six months, the content team helped create:
32 videos
29 blog articles
9 press releases
4 podcasts
1 infographic
Results
Six months after its launch, the Infor Retail microsite received the top-performing engagement metrics of any Infor blog, with an average visit duration of 4:07 and an exceptional bounce rate of only 1.76%.
The microsite also drove unprecedented traffic to the retail page on Infor.com, bringing it in line with benchmark industry pages like Infor.com/healthcare, despite Infor Retail’s new status in the market.
“Reinventing Retail,” the podcast I produced, edited, and co-hosted for the campaign, became a leading podcast in the retail software space, and was invited on a press pass to national retail conferences like NRF and eTail West.