Content

Strategy
JUNE 2024
And by strategy, I mean more
questions that I hope we all can
collectively answer.
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If you’re thinking,
“Two months in and this
woman is still asking questions
about the brand.”
03
Then imagine what it is that
the rest of our consumer base is
thinking..
03
While we have 200+
automated HR functions and
pride ourselves on ‘people
experiences’, what are we
telling them and how?
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Addressing the
Background & Purpose
of this presentation
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Background Purpose
Before delving into our brand's content strategy, let’s Our purpose is to address summarize the business plan's
discuss the summary of the current brand positioning goals, objectives, and issues that this content strategy
aims to address.
We are a HRMS platform that have been in the field
for 20+ years, having automated 200+ functions What is the story we want people to know us by?
We elevate people experiences in every aspect, from How do we want to pitch ourselves and is our story the
start to finish/ hire to retire/ beginning to end. We same across industries and market tiers?
may as well be the Alpha to Omega. But how are we
getting people to understand this?
Competitor Analysis
COMPETITOR STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

Visual language that showcases Probably not seen as a more Write the threats of the brand
KEKA They get to tackle
their friendly tone senior brand by corporates here
Brand

Younger Audience
Positioning
COMPETITOR A COMPETITOR B

Affordable Expensive

Older Audience
COMPETITOR C WHERE DO WE WANT TO POSITION OURSELVES
 ATTRIBUTES - HAS/ IS

Brand FUNCTIONS - WHICH SERVES TO CREATE

REWARDS - WHAT MAKES US FEEL

Funnel VALUES - WHICH GIVES A SENSE OF

PERSONALITY -
WHICH CREATES THE FINAL
PERSONALITY OF

brand vision
 Who are my advocates?

Brand Where do we
come from?

Conviction What do we
fight for?

Springboard Where is
the world going?
What makes us
(DDB) remarkable?

What are we like?

What do we do?
 values & reasons to
personality
Brand Key essence
believe

(Greg benefits discriminator

Miecznikowski)
insights

competitive
target
environment

roots
Brand WHAT IS OUR
ESSENCE?
Pyramid HOW DO WE BEHAVE?

WHY SHOULD THEY COME TO US?

WHO IS OUR AUDIENCE?

WHICH MARKET ARE WE IN?

LARGE COMPETITIVE CONTEXT

 signature

Brand values & personality

Passport promise

philosophy

brand purpose

insight

target group
Where do we see ourselves?
What is our tone of voice?
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While selling people
experiences, how far are we
pushing this idea?
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Nike’s ‘Just Do It’ isn’t just
about the champions sporting
top tier merch, it’s the idea
that anyone who cares enough
will/ can do it.
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 Apple’s ‘Think Different’ isn’t
just about great tech. Their
watch doesn’t talk about the
functionality or time but about
how it impacts lifestyles.
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 So how do we evolve the idea:
‘People Experiences?

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By putting the emotion back
in through storytelling

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 1. Focus on the story of building
Adrenalin for ‘our people’
not necessarily all over our communication.
but at least in PR, or as some sort of
exclusive communication

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 2. Human back in ‘HR’
focus on reminding people that HRs are humans too.
videos/ ads about how our platform allows you to do
important human things while we automate.

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 Improve messaging Widen reach Increase engagement

Strategic Selling an emotion

Selling a story
Speaking the same story in
different tones according
to our Target audience
Engage with them first,
perhaps even 3x more than
the engagement we

Approach Reward loyalty Generate leads

receive

Increase views
Pay close attention to Focus on writing hard Write about what people
people paying attention to selling ads similar to what are looking for rather than
us is ranking best. Save the just what we want to sell
story telling for other
communications
 HR Managers:

Target
Focus on how Adrenalin simplifies
HR tasks, streamlines processes,
and enhances employee
engagement.​

Audience Corporates
Showcase advanced features,
analytics capabilities, and
integration with existing systems.​

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Content Vision
Share the big long-term goal and impact that

Vision, the content plan strives to achieve in the future.

Mission, Mission
& Goals
State what the content strategy aims to achieve
now and the processes to achieve it.

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 Goals

Goal 1 Goal 2 Goal 3

Deliver content that mirrors the Foster an emotional connection Make sure our content is
functionality, simplicity and with our audience. measurable and scalable.
sophistication of our platform
BRIMTON CO.

Content Plan
& Deliverables
 Highlight the platform's key
features: automation, analytics,
employee self-service, etc.​

Generic Emphasize benefits such as increased

efficiency, reduced costs, improved

Messaging employee engagement, and compliance

management.​

Address pain points faced by HR

professionals: managing payroll, talent
acquisition, performance management, etc.​

Showcase success
stories/testimonials from
satisfied customers.​
 Empowerment: Use language that
emphasizes how Adrenalin empowers

Crafting HR professionals to streamline their

workflows and drive organizational
success.​

Generic Efficiency: Highlight the efficiency gains

and time savings that Adrenalin brings to

Brand HR operations.​

Innovation: Position Adrenalin as a cutting-

Language edge solution that leverages the latest

technology to revolutionize HR
management.

& USP:​
 In a year we focus on collaborate with
HR influencers, industry experts, and

Influencer consultants to endorse Adrenalin

Medium: guest blog posts, social media

Partnerships mentions, and joint webinars.​

We pick one kind of collaboration each

month minimum

If we do plan on reaching outside of the

HR field and working with other
influencers, we communicate about
people experiences
Channel Plan
PLATFORM DETAILS PAID/ORGANIC

Google Online Search Organic

Google Advertisments Paid

Speak about the product​

Share thought leadership articles, case studies, and success stories to position Adrenalin as an
industry leader in HR technology.​
Share our videos in HR groups​
Have our managers be our brand advocates – Share personal ancedotes and share learning lessons
LinkedIn/ IG/ FB/ X
from their stint at Adrenalin​
Showcase the human side of Adrenalin by sharing employee testimonials, behind-the-scenes glimpses,
and company culture highlights. ​
Interacr with HR/ Recruitment companies or HR Meme Makers.
Deliverables
DEADLINE/
QUANTITY TYPE SPECIFICATIONS ASSIGNED TO
FREQUENCY

1 Pillar Content Company story/ About Adrenalin/ 4W,1H​/ People Experiences/ Corporate Deck Chelsea/ David MM/DD/YYYY

Edit and Publish older articles, work on newer how-to guides, and best practices
x Blogs
related to HR management, technology trends, and employee engagement.​

Whitepapers and Create in-depth resources that delve into specific HR challenges and
x
eBooks demonstrate how Adrenalin can address them effectively.​

Host webinars featuring industry experts discussing HR strategies, compliance

x Webinars
issues, and the role of technology in modern HR practices.​

x Transactional Immediate Partnerships/ Events

x Social Media Go Lives/ Thought Leadership/ Product/

BRIMTON CO.

Visual
treatment
Keep branding elements such as logos and
color palettes subtle and unobtrusive.
Ensure that visual content embodies the
minimalist identity of our brand.
Any questions?