A UNIQUE WEBSITE FOR A UNIQUE COMPANY
A UNIQUE WEBSITE FOR A UNIQUE COMPANY
“We have developed a great partnership with Jenny over the last few years. She was instrumental in helping us develop a cohesive narrative for our website, and continues to support us when our writers are overwhelmed. Her background in journalism is especially suited for B2B writing, and she has the rare ability to distil swathes of information into a perfectly crafted, easy-to-understand and digestible package. Our only hesitation to publishing an unconditional recommendation is that she will no longer be our best kept secret!”
Together with a team of talented creatives, Strong Contents' Jenny researched and created a new content strategy for Singaporean creative agency PaperplaneCo ahead of the relaunch of their website in 2019. Services also included writing most of the website copy, and blog posts for the new Paperplane Inflight Magazine.
PaperplaneCo works with companies and organizations such as the World Bank Group, Magento Commerce, SAP and more. The creative agency is based in Singapore, but attracts global talent, solving and improving the customer experience for their customers, mainly through storytelling and digital services. We have worked with PaperplaneCo on different projects as consultants, writing website copy and blog posts. When we first got to know the team, Jenny was tasked to revise the current digital footprint of the agency and together with a team of designers, developers, project managers and writers create a content strategy, implement it, help with wireframes for the new website, and capture the essence of what ultimately became the new slogan “How can we help you help your customers?”. Read more about the challenges and project here below.
Communicate the new company values and services better
In 2019, PaperplaneCo had a website that no longer correctly communicated what the agency was doing and how it had evolved since its inception. The business goals had changed and new website was needed along with a content strategy. Focus had shifted from creating beautiful digital stories for iPads, to helping companies connect with their customers, by improving the customer journey. Existing customers wanted to be able to easily find case studies and share them for referrals, and PaperplaneCo needed a website and a content strategy that was more relevant, engaging and dynamic.
Fresh and colourful, focussing on bringing value to the customer's customer through storytelling. Jenny presented the current state of play and devised a content strategy that was closely aligned with the business strategy. Together, we workshopped anew mission statement and slogan and came up with, “How can we help you help your customers?”, around which we then built the content strategy and website copy.
Jenny, reflecting on the project:
“After a few workshops and brainstorming sessions, I delivered a full content and social media strategy along with a guide to publishing content. I also helped with the wireframes for the new case study pages and the blog, and created a content model for writing up the case studies. The new website is fast, beautiful, with lots of dynamic content to be shared. It really showcases the value that PaperplaneCo brings to their customers’ customer.”
