Naolyz: Brand Content Strategy

Naolyz, a manufacturer of eco-designed and Made in France professional air purifiers, provides all professional sectors with a solution that meets major public health challenges and the highest standards of excellence. After eco-designing their showcase website on WordPress, we were tasked with developing their brand content strategy.

ClientNaolyzServicesContentAnnée2022Linknaolyz.fr

The role of Wild&Slow in brand content strategy:

Facilitation of 2 workshops: Conversation Topics and Personas
LinkedIn community strategy and page management for the first 6 months
Creation of content with strong expertise for the website and blog

The Personas Workshop:

During this workshop, we prioritize 5 target personas for Naolyz and build their profiles. We define and qualify their personality, insights, motivations to embrace the project, and potential obstacles. We also analyze their digital routine, connection times, and favorite platforms. This step allows us to establish a relevant content strategy by reaching people at the right time, in the right place, with the right message.

The Conversation Topic Workshop:

Through this workshop, we guide Naolyz teams to reflect on their brand and targets. The goal is to find connection points between their brand and targets to determine a wide range of conversation topics for content strategy and community management.

The Editorial Strategy of brand content:

The two workshops were essential in building a brand content strategy. This allowed us to select the contact points, types of content, and most relevant themes for the Naolyz brand to reach its targets.

We directed the content strategy towards the creation of articles with a high level of expertise, and answering SEO queries. Our deliverable: an Excel file including 24 article proposals, their title, their structure, the targeted keyword.

Furthermore, defining personas allowed us to select only one social network as the primary contact point for the targets: LinkedIn. The goal of this network is to build a community. We have thus performed content sourcing and designed a series of LinkedIn posts with personalized messages adapted to each persona.

To date, 24 articles have been produced for the Naolyz website. They contribute to the SEO of the Naolyz brand on search engines and are effective in obtaining leads on their contact form.