Case Study: 6X Your Online Community By Doing Less
Elevated Oats
initially reached
out to me needing packaging copy.
But in the process of working together, we were able to accomplish so much more:
The Challenge
How do you create new packaging that speaks to your audience without knowing who your audience is?
Simple: You spend quality time learning about your audience, so your copywriter can do a phenomenal job capturing their attention and getting them to put your product in their basket.
Many companies spend most of their time and energy on beautiful packaging design — without realizing that while design captures attention, it’s the words that convert the sale.
The answer comes down to understanding your audience, what they want to hear, and giving them the value that they’re looking for.
Here’s how I helped a small granola business grow into a flourishing online community.
Description
I began working with Elevated Oats in early 2020 on their product packaging to improve their messaging, branding, and value proposition. Through that project, I asked my normal list of questions: Who is this for? What do they care about? What makes you different from your competitors?
Some answers they had — some they didn’t. So I walked them through the content strategy process I use everyday to help them understand their audience much better than they knew their competitors.
Together, we developed an awesome ideal client avatar, and this transformed our business relationship from a single project to a much broader spectrum of work.
The Content Strategy Process
Walking Elevated Oats through a single ideal client avatar was just one piece of a much larger problem: Not knowing how their brand fit in amongst all the others. Sure, you can know what your competitors are doing — and you should — but how is your brand offering something different in the market?
My goal was to help Elevated Oats explore this holistically, so that we could inject any discoveries into their growing online presence.
1. Planning
We started with the Ideal Client Avatar (ICA) Worksheet and then compared that to their existing online presences — Facebook, Instagram, Twitter, TikTok, Pinterest, Google, and their website.
Did they really need to be on every single platform? Where was their audience really spending time online?
With the newfound knowledge of their ICA, we consolidated their online presence to Facebook, Instagram, Google, and their website.
2. Content Research
Competitive and audience research was next. I spent 2 weeks researching hashtags, online groups, conversations, and their competition’s online presence to see how they could improve theirs.
What was their audience really talking about? Where was their competition active the most and the least? Most importantly, where was the gap they could fill?
3. Content Creation
Our strategy involved publishing around 4,000 words worth of content each week, based on the content research we conducted and reported to the client.
This included posting on Facebook, Instagram, and their Facebook Group in order to build brand awareness, brand trust, and their online community, Elevated Oaties.
Results
By melding their newfound ICA with a new, focused content strategy, Elevated Oats was able to grow their online presence faster than they’d anticipated — all completely organically + authentically.
Here’s what Elevated Oats had to say about working with me:
“Elevated Oats was in the very early stages of the business, but we did not have a clear voice or messaging. It was all unknown and Katari Creative helped bring light to what we wanted to do with EO. The business is now much more organized, has a more clear message, and has continued to grow in all the right ways. I can’t say there is anything I would have had them do differently.”
— Megan Militello, CEO of Elevated Oats