Case Study: Content Strategy

Building A Content Strategy and Program From The Ground Up

We helped Australia’s biggest and best corporate travel agency to find their content voice and get their audience engaged.

We developed a complete content strategy for Corporate Traveller using our Connected Content framework, including a guiding purpose, editorial mission statement, content calendar and a suite of deliverables.


Corporate Traveller turns over $2b annually and employs over 20,000 people around the globe. In Australia they’re the market leader, but they’re not ones to rest on their laurels. The business is committed to innovation and growth and they’re always looking for ways to build better, stronger relationships with their customers.  

Without a coherent content strategy and plan in place, their online marketing activity was lacking in engagement and was often ad hoc.  They wanted content that got noticed, made a difference, and provided real value to their audience.

The Feel-Good Factor

First up, we wanted customers to feel that CT was interested in their business. We knew we had to talk to the audience about something vitally important to them – i.e. their own business and personal growth. We had to provide content of value that actually helped them to succeed in business.

The Solution

For this project, we implemented the full ‘Connected Content’ framework, which is our own comprehensive content strategy model. We began with a full diagnosis of current activity, including researching web analytics, social media and media landscapes, plus keyword research.

We then got to work on the strategy.  We wrote the business mission and story, content purpose, and set goals and KPIs. We then set the company story, key messaging, story themes and audience connection story. We investigated audience segments and created audience profiles and connection insights.

Taking what we had learnt and developed in this process, we then positioned the strategy and content pillars around growth. Once we had identified the pillars, we then identified various creative content ideas and deliverables to bring the strategy to life.

Channels were then identified, and amplification strategies were developed.

Finally, a full interactive content calendar was created to map out the next 12 months of activity.



  • Monthly Long-form Articles

  • Social Posts

  • ‘How To’ Video Series

  • Customer Story Videos

  • C-Suite Lunch Series Videos


The Results

The results have been remarkable across the board. Since the new content strategy was put in place, we have seen a leap in several crucial metrics. For example:


  • 3 x Engagement of Comparative Peer Group

  • 2 x Employee Shares Engagement

  • 10 x Sponsored Content Engagement

Web Traffic

  • Increased web traffic

  • Increased time spent on content pages

  • Reduced bounce rate for content  

Brand Affinity

  • Increased prompted and unprompted recall

Business Development Buy In

  • Anecdotally, the Corporate Traveller BD team love the new content program because it’s making their job easier, and it’s driving more qualified, educated and interested leads their way.