Schoology content marketing initiative
Roles
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Design Management
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Graphic Design
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UX/UI Design
Tools
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Adobe InDesign
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Adobe Illustrator
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Adobe Photoshop
Summary
To position Schoology as a thought leader on education technology and drive inbound leads we embarked on a year-long content marketing initiative consisting of instructional guides, case studies, eBooks, one-sheets, blogs, landing pages, newsletters, and ads.
The initiative required creation of a visual design system that was flexible enough to support the breadth of content being created, easy for freelance designers to implement, and could span multiple mediums and channels.
About Schoology
Schoology puts collaboration at the heart of the learning experience with an easy-to-use learning management system (LMS) that connects the people, content, and systems that fuel education at over 60,000 K-12 schools and higher education institutions.
More content than we could shake a designer at
Executing the inbound marketing content at the pace and volume we envisioned required resources beyond what the internal design team could provide.
As the Design Manager I was tasked with hiring and managing a team of remote designers to supplement the internally developed content.
Success would hinge on creating a system for producing consistent high quality, high volume content quickly.
Filling the gaps
Three freelance designers were sourced via an online service and vetted through a remote interview and paid design exercise.
To ensure high quality and consistent output we provided the designers with a style guide, templates, Adobe palette file, fonts, photography, and sample documents spanning the gamut of materials to be produced.
Designers would be tasked with projects in coordination with a content calendar. Submissions and feedback were handled primarily via the online portal with teleconferences as needed.
Results
The increase in content proved to be highly effective at driving site traffic. To maximize lead conversions from the increased traffic we focused our attention on funnel optimization through refined customer flows, gated landing pages with additional offers, increased blog stickiness through suggested content and social interaction, increased spending on retargeting ads, and sign-ups for the monthly newsletter. In the end the initiative proved to be a huge success!