Content Strategy and Brand Positioning for Global Agribusiness Advisory.
Farrelly & Mitchell operates in a specialised space, serving clients with unique needs who consume niche industry content. Their communications needed to prove they were the experts with the information, contacts, and experience to help their clients' businesses grow.
The firm needed a comprehensive communications overhaul: a website that could be found, content that would convert, and a consistent voice that positioned them as global experts.
The solution
I worked with the team to audit current performance and assets, then created a strategy for improvement and continued success.
Research and discovery: Deep understanding of the business, customer needs, competitive environment, and industry dynamics.
Audit and analysis: Comprehensive review of website performance, marketing collateral, and stakeholder perspectives.
Website redesign and copy: Positioning Farrelly & Mitchell as experts alongside global competitors, with clear user journeys and SEO best practices.
Content strategy: A comprehensive plan outlining the how, what, who, and where of content, focused on lead generation.
Brand voice development: A unified and documented tone of voice underpinning all future marketing initiatives.
The result
- A fit-for-purpose website that consistently ranks on first page SERPs for target keywords and converts visitors
- A future-looking content strategy guiding the team to attract and convert their C-suite audience
- Hard-working content that positions the business as the expert choice for food and agribusiness advisory
Note: Evolving engagement
This foundational work led to a deeper engagement (see case study: Transforming technical research into strategic influence) where I helped transform the firm's technical reports into strategic briefing documents for high-level consultations and investor dialogues.
