TPC Leadership: brand messaging, website copy, thought leadership
How we’ve helped an international group of leadership development experts explore and articulate their knowledge and build their reputation
Our services
Industry
Leadership development, cultural change consultancy
Content type
Brand messaging, website copy, white papers, thought leadership
Results
Ongoing growth in brand awareness and business development
An evolving content partnership
Founded over 20 years ago, TPC Leadership is a leadership development and cultural change consultancy with partner-led branches across the globe, from Italy to Brazil and from the Netherlands to India. Their clients include household names such as AstraZeneca, Coca Cola and Deutsche Bank.
We began working with TPCL’s UK office in 2018, soon growing our relationship with the global marketing team. Over the years, we have worked on a number of projects together, including thought leadership articles and campaigns, white paper projects, and their new website, which went live in 2023.
“What stands out for me is the nature of the relationship”
“It’s how you understand us, how you’re patient with us when we’re disorganised, how you’re prepared to take a very light brief and make something out of it.”
– Marcus de Vasconcelos, Partner – Poland, TPC Leadership
Helping TPCL’s own leaders surface their expertise
With hundreds of consultants and coaches across the globe, operating in a series of distinct but collaborative business units, TPCL’s global marketing challenge lies in reflecting the unique aspects of each individual and team while building consistent brand awareness.
One of the ways in which we have helped them to tackle this has been through creating thought leadership series and campaigns based around panel discussions featuring a selection of TPCL’s partners.
Marcus de Vasconcelos is TPCL’s partner for Poland and oversees the group’s marketing function. He says, “I like having someone with whom I can speak about a subject, who can then take it to the next level, upon which I can then add more or comment. That’s so useful for anyone who either doesn’t have the time or the ability to articulate their ideas clearly, who just wants to talk and have someone reflect that back to them.”
Annelieke Jense, one of TPCL’s partners for the Belgium, Netherlands and Luxembourg region, adds: “In an AI driven world, it helps to have a human counterpart to draw your expertise out and put it on paper. It’s about asking the right questions to make sure that that content is coming to the surface, and capturing it in a language that our clients understand.”
Communicating complex subjects in an engaging way
TPC Leadership works with large and enterprise level businesses around the world, offering bespoke, long term programmes covering leadership development, cultural change and executive leadership.
Many of the subjects that TPCL’s experts are experienced and skilled in are complex and academic. These topics need to be communicated in a way that is on the one hand engaging and accessible to their readership, but equally loses none of its depth and still reflects the expertise of the team.
Andrea Cardillo, TPCL’s partner in Italy, says he has always found the process of working with the RH&Co team a positive one. “I have always felt understood – what was the main point, what was important – and my contribution has always been channelled in a way that felt very relatable but also had a structured and professional tone of voice.”
“I have worked with several copywriters but my best experience has been with you.”
– Andrea Cardillo, Managing Partner – Italy, TPC Leadership
Slow and steady wins the race
As in so many global organisations, the number of stakeholders involved in each TPCL project requires careful planning, proactive project and account management, and the ability to facilitate and mediate conversation to ensure all voices are heard.
This can make the process of articulating expertise “slow and messy”, says Marcus – which is why he values having an expert team walking them through it, including bringing challenges where it’s needed.
“RH&Co are prepared to engage in a debate. It’s not ‘Marcus, if this is what you want, here it is’ or ‘No Marcus, this is what we wrote so this is what it is’, it’s ‘Okay, let’s talk about it.’ That’s what I like, it’s that ability to engage in a discussion. It’s very collaborative.”
“When it comes to choosing an agency, don’t underestimate the basics – availability, willingness, positivity – all of which RH&Co bring. Of course the quality of the work is excellent, I expect that, but it’s the quality of the relationship that stands out even more.”
More case studies
TPC Leadership: brand messaging, website copy, thought leadership
How we’ve helped an international group of leadership development experts explore and articulate their knowledge and build their reputation
Our services
Industry
Leadership development, cultural change consultancy
Content type
Brand messaging, website copy, white papers, thought leadership
Results
Ongoing growth in brand awareness and business development
An evolving content partnership
Founded over 20 years ago, TPC Leadership is a leadership development and cultural change consultancy with partner-led branches across the globe, from Italy to Brazil and from the Netherlands to India. Their clients include household names such as AstraZeneca, Coca Cola and Deutsche Bank.
We began working with TPCL’s UK office in 2018, soon growing our relationship with the global marketing team. Over the years, we have worked on a number of projects together, including thought leadership articles and campaigns, white paper projects, and their new website, which went live in 2023.
“What stands out for me is the nature of the relationship”
“It’s how you understand us, how you’re patient with us when we’re disorganised, how you’re prepared to take a very light brief and make something out of it.”
– Marcus de Vasconcelos, Partner – Poland, TPC Leadership
Helping TPCL’s own leaders surface their expertise
With hundreds of consultants and coaches across the globe, operating in a series of distinct but collaborative business units, TPCL’s global marketing challenge lies in reflecting the unique aspects of each individual and team while building consistent brand awareness.
One of the ways in which we have helped them to tackle this has been through creating thought leadership series and campaigns based around panel discussions featuring a selection of TPCL’s partners.
Marcus de Vasconcelos is TPCL’s partner for Poland and oversees the group’s marketing function. He says, “I like having someone with whom I can speak about a subject, who can then take it to the next level, upon which I can then add more or comment. That’s so useful for anyone who either doesn’t have the time or the ability to articulate their ideas clearly, who just wants to talk and have someone reflect that back to them.”
Annelieke Jense, one of TPCL’s partners for the Belgium, Netherlands and Luxembourg region, adds: “In an AI driven world, it helps to have a human counterpart to draw your expertise out and put it on paper. It’s about asking the right questions to make sure that that content is coming to the surface, and capturing it in a language that our clients understand.”
Communicating complex subjects in an engaging way
TPC Leadership works with large and enterprise level businesses around the world, offering bespoke, long term programmes covering leadership development, cultural change and executive leadership.
Many of the subjects that TPCL’s experts are experienced and skilled in are complex and academic. These topics need to be communicated in a way that is on the one hand engaging and accessible to their readership, but equally loses none of its depth and still reflects the expertise of the team.
Andrea Cardillo, TPCL’s partner in Italy, says he has always found the process of working with the RH&Co team a positive one. “I have always felt understood – what was the main point, what was important – and my contribution has always been channelled in a way that felt very relatable but also had a structured and professional tone of voice.”
“I have worked with several copywriters but my best experience has been with you.”
– Andrea Cardillo, Managing Partner – Italy, TPC Leadership
Slow and steady wins the race
As in so many global organisations, the number of stakeholders involved in each TPCL project requires careful planning, proactive project and account management, and the ability to facilitate and mediate conversation to ensure all voices are heard.
This can make the process of articulating expertise “slow and messy”, says Marcus – which is why he values having an expert team walking them through it, including bringing challenges where it’s needed.
“RH&Co are prepared to engage in a debate. It’s not ‘Marcus, if this is what you want, here it is’ or ‘No Marcus, this is what we wrote so this is what it is’, it’s ‘Okay, let’s talk about it.’ That’s what I like, it’s that ability to engage in a discussion. It’s very collaborative.”
“When it comes to choosing an agency, don’t underestimate the basics – availability, willingness, positivity – all of which RH&Co bring. Of course the quality of the work is excellent, I expect that, but it’s the quality of the relationship that stands out even more.”
A partnership that’s unlikely to end soon
The guide isn’t the only thing that’s delivered results for Weavr. After three years of working together, and many milestones behind us, Weavr are in no hurry to move on from working with RH&Co.
“There’s usually always so much work to do, working with agencies, whereas RH&Co get it, and they get it fast,” says Adam. “They’re also adaptable, suggesting different ways of working and sensing what we need before we ask. Essentially, they’re not taking orders, they’re consulting for us.”
More case studies
TPC Leadership: brand messaging, website copy, thought leadership
How we’ve helped an international group of leadership development experts explore and articulate their knowledge and build their reputation
Our services
Industry
Leadership development, cultural change consultancy
Content type
Brand messaging, website copy, white papers, thought leadership
Results
Ongoing growth in brand awareness and business development
An evolving content partnership
Founded over 20 years ago, TPC Leadership is a leadership development and cultural change consultancy with partner-led branches across the globe, from Italy to Brazil and from the Netherlands to India. Their clients include household names such as AstraZeneca, Coca Cola and Deutsche Bank.
We began working with TPCL’s UK office in 2018, soon growing our relationship with the global marketing team. Over the years, we have worked on a number of projects together, including thought leadership articles and campaigns, white paper projects, and their new website, which went live in 2023.
“What stands out for me is the nature of the relationship”
“It’s how you understand us, how you’re patient with us when we’re disorganised, how you’re prepared to take a very light brief and make something out of it.”
– Marcus de Vasconcelos, Partner – Poland, TPC Leadership
Helping TPCL’s own leaders surface their expertise
With hundreds of consultants and coaches across the globe, operating in a series of distinct but collaborative business units, TPCL’s global marketing challenge lies in reflecting the unique aspects of each individual and team while building consistent brand awareness.
One of the ways in which we have helped them to tackle this has been through creating thought leadership series and campaigns based around panel discussions featuring a selection of TPCL’s partners.
Marcus de Vasconcelos is TPCL’s partner for Poland and oversees the group’s marketing function. He says, “I like having someone with whom I can speak about a subject, who can then take it to the next level, upon which I can then add more or comment. That’s so useful for anyone who either doesn’t have the time or the ability to articulate their ideas clearly, who just wants to talk and have someone reflect that back to them.”
Annelieke Jense, one of TPCL’s partners for the Belgium, Netherlands and Luxembourg region, adds: “In an AI driven world, it helps to have a human counterpart to draw your expertise out and put it on paper. It’s about asking the right questions to make sure that that content is coming to the surface, and capturing it in a language that our clients understand.”
Communicating complex subjects in an engaging way
TPC Leadership works with large and enterprise level businesses around the world, offering bespoke, long term programmes covering leadership development, cultural change and executive leadership.
Many of the subjects that TPCL’s experts are experienced and skilled in are complex and academic. These topics need to be communicated in a way that is on the one hand engaging and accessible to their readership, but equally loses none of its depth and still reflects the expertise of the team.
Andrea Cardillo, TPCL’s partner in Italy, says he has always found the process of working with the RH&Co team a positive one. “I have always felt understood – what was the main point, what was important – and my contribution has always been channelled in a way that felt very relatable but also had a structured and professional tone of voice.”
More case studies
TPC Leadership: brand messaging, website copy, thought leadership
How we’ve helped an international group of leadership development experts explore and articulate their knowledge and build their reputation
Our services
Industry
Leadership development, cultural change consultancy
Content type
Brand messaging, website copy, white papers, thought leadership
Results
Ongoing growth in brand awareness and business development
LXS – Taking aim at precise systems change
LXS Consulting is a specialist consulting team that architects, designs and delivers IT transformation and services for the telecom industry.
With over 10 years behind them, the brand is working across the UK with rising alt-net brands such as Ogi and Giganet, as well as long established telecoms like Virgin Media, Virgin Mobile and Three.
Partway through 2023, LXS realised it was time to refresh their brand to reflect their established team and growing ambitions – and their website, as the centre of their online presence, would need a complete rewrite.
“What stands out for me is the nature of the relationship”
“It’s how you understand us, how you’re patient with us when we’re disorganised, how you’re prepared to take a very light brief and make something out of it.”
– Marcus de Vasconcelos, Partner – Poland, TPC Leadership
The challenge
LXS Consulting operates in a niche field with a limited market, with few competitors except for consultancy giants.
As such, a key challenge was to present the LXS team as clear authorities in their field, a specialist team that could be relied upon to handle complexity in a crisis, and that would be a first choice over more recognisable PLC firms.
LXS’s complex and potentially intangible service offering also needed to be presented in such a way that its value could be understood at a glance – and understood by a variety of decision makers, from the CTOs of alt-nets to the procurement teams of long established companies.
The solution
To begin with, we sat down for an afternoon with the LXS core team and gradually unpacked LXS’s history, values, USPs, and business objectives.
The aim was to rework the brand from the ground up, so we asked questions as if we were working with a blank canvas, getting beneath the surface of how the LXS team would usually describe themselves.
“Over the course of the discussion, we found new ways of articulating our differentiators,” says Nathan. “The RH&Co team then went away and defined the refined core messages of our brand. It was clear even from those initial ideas that the team understood who we were and what mattered to our audience.”
After defining the key messages, we worked together with The Discourse to translate this brand narrative into a website structure. We handled the words while they handled the design, working as a team to deliver the client’s objectives.
The results
The brand refresh and website launch was a big success for LXS, helping to establish a strong brand identity for their technical consultancy work, and providing their team with clear, convincing messages that helped to land them new work.
“The scope of the work evolved during the writing process, it was a fast turnaround from our initial discussions to the launch of our new site.” says Nathan. “We’re really happy with the final outcome and the process that got us there.”
More case studies
PSI Mobile: Case study, blogging, email, LinkedIn
Enabling PSI Mobile to engage a highly specific audience
Industry: Tech, telecom and utility sales software
Content type
Case study, blogging, supporting email and social copy
Goals
Boost engagement on LinkedIn and click through to the website
Results
Increased CTR above industry standards
61% of visitors scrolled at least 50% of the 1,000+ word case study
50% of visitors reached the bottom of the page
PSI Mobile – helping sales companies to provide best in class customer experiences
PSI Mobile is a software company that has been delivering innovative end-user experience solutions to utility and telecom companies for over 14 years.
Founded in the early 2000s in Dublin, Ireland, PSI now operates in over 40 countries worldwide. As they’ve grown, they’ve come to partner with the likes of Vodafone, Ogi and Unicef.
Since we began working with PSI in 2022, our content expertise has played a key role in boosting engagement with a highly specific audience and providing crucial click-throughs to their website. Here’s how we did it.
“Our industry is relatively complex, and your team just gets it.”
– David Costello, CEO of PSI Mobile
The problem
Proving the value of a complex product
PSI’s technology is not a simple SaaS product. Sales cycles are long, and the results for clients are nuanced and multifaceted.
They needed more than one-line testimonials to bring PSI software’s benefits to life, and this meant it was all the more important for PSI to publish content and case studies as social proof of their software’s value.
When Sarah Roberts started as Commercial Manager at PSI, she was keen to start promoting client use cases and started with one that was already half assembled, consisting of a spread of lengthy interviews with developers, clients and stakeholders.
For a while these had been bouncing around between different people – internal and external. And with so many contributing to what the case study should be, the heart of their story was getting lost, and the social proof of their product remained unpublished.
No obvious in-house or outsourced answer
“The problem was no one was an expert in this area, so no one could take the reins,” says Sarah. “I’d sit there for an hour trying to write a LinkedIn post, getting stressed out and wondering: is this right?”
It wasn’t easy to identify a way to outsource the problem either. CEO of PSI, David Costello, had worked with external people before, but kept hitting a wall. “The results we were getting were opaque and not really what we are about,” he says.
That all changed when Rin Hamburgh & Co came on board. Although PSI’s experiences had given them reason to be cautious with agencies, Sarah had worked with us while representing another client, and she was already confident we were the right team for the job.
The solution
The results
Increased click-throughs and reader engagement
PSI found that their awareness journey yielded great results. Stats on Hotjar, which gives a heatmap of end-user activity to help you understand how people really experience your site, showed some promising results.
From the case study we wrote for PSI, 61% of users reached the ‘Solution’ section of the page, meaning they scrolled at least 50% of the way down the 1,000 word article, while a full 50% of visitors reached the ‘Outcomes’ section at the end of the article.
The associated Linkedin posts also generated click through rates of 0.65-0.77%, significantly above the bar of industry standards.“Our audience is so specific, so any click-throughs for us are such a win,” says Sarah.
Following this initial success, we have gone on to help PSI with content strategy and more campaigns – including a major download, a video script, and further case studies, all supported by ongoing blogging and social copy.
“Our audience is so specific so any click-throughs for us are such a win.”
– Sarah Roberts, Commercial Manager at PSI Mobile
A seamless journey to the outcomes PSI needed
“You guys understood the essence of what we do, and added in extra expertise that we didn’t have,” says David. “Our industry is relatively complex, and your team just gets it.”
Sarah adds, “Nothing ever seems to be a problem for your team. And you’re not afraid to give your unbiased opinion.”
We worked collaboratively to figure out how we could get everything complete in a realistic timeframe for everyone involved – which Sarah and David note was one of the best things about working with us.
“When we engage in a piece of content with you, the interaction is very much to the point,” says David. “Sometimes we’d be trying to articulate something internally, but getting you involved meant that you could work your magic on it, and save us loads of time.”
“Getting involved with a team that provides creative, project management, strategy and consistent comms in one neat package,” says Sarah. “That was really rewarding.”
More case studies
Nick Sturge MBE: book chapter
How we helped chartered director and strategic advisor Nick Sturge MBE articulate his expertise
Industry: B2B services, consultancy
Content type
Book chapter
Goals
To co-create a book chapter that distilled Nick’s experiences and wisdom
Results
Honed ideas into a format that met the book editor’s brief
Generated extra resources for Nick’s consultancy work
“Instead of just wordsmithing my spiel, they wanted to produce something that represented what I stood for.”
– Nick Sturge, Strategic Advisor
A strategic advisor sharing his wisdom in print
Nick Sturge MBE is a chartered director and strategic advisor for entrepreneurs and growing businesses. Former director of Engine Shed and current Non Executive Chair at TechSPARK, among other things, he has extensive experience creating and fostering innovation ecosystems which enable entrepreneurs to develop their ideas and businesses in a sustainable way.
As a policy advisor for UKSPA, the United Kingdom Science Park Association, Nick was asked to contribute a chapter on the entrepreneur’s journey to their book, The Planning, Development and Operation of Science Parks – UKSPA’s definitive guide to the creation and management of innovation locations in the UK. An expert in his field, Nick wanted to stamp his authority on the 6,500-word chapter, but wasn’t entirely sure how to get his ideas across. Cue RH&Co.
The writing process
Structuring streams of consciousness
Nick initially expected that we were going to rely heavily on his guidance, but he was pleasantly surprised.
“One can get protective of a style and it’s a fine balance,” says Nick. “I certainly need a challenge because sometimes I am wrong. In this case I knew what I couldn’t do was structure a stream of consciousness, but that’s what RH&Co did.”
A trust exercise that paid off
We started by briefing in overview, before going away and working on structure, and then interviewing Nick in more detail, producing copy and then iterating.
“Finding the balance with a professional partner in this context is important,” says Nick. “You can push back and say, no it’s better written like this, or that. We were able to do this because we built up a strong trust relationship, so there was room for constructive challenge and it kept our conversations easy and productive.”
That trust extended beyond working with Rin herself. “It’s often a challenge with an agency that you get 5 minutes of the expert, and 55 minutes of someone else,” says Nick. “But I didn’t feel like I was compromising with RH & Co.”
The outcome
Not just clarifying a message, but creating it
The process of working with a copywriting agency like RH&Co was interesting for Nick, as it allowed him to produce new material that he otherwise wouldn’t have.
For instance, a diagram that was produced as a direct result of the process with us is now something Nick uses a lot, and is very popular with the people he uses it with.
“It was catalysing,” says Nick. “The process worked so well for me and I felt really pleased with the output.”
Cutting through the red tape
When the time came to hand the chapter over to UKSPA, the chapter was passed to their editor, who initially tried to iron out some of the more provocative points that Nick had made. But because of the collaboration that had gone into those 6,500 words, Nick knew exactly what he wanted to say.
“The process of working with RH&Co had given me the confidence to push back at the editor and stick to the points I wanted to make, which I don’t think I would have been able to do if I’d just written it myself.”
More case studies
Nick Sturge MBE: book chapter
How we helped chartered director and strategic advisor Nick Sturge MBE articulate his expertise
Industry: B2B services, consultancy
Content type
Book chapter
Goals
To co-create a book chapter that distilled Nick’s experiences and wisdom
Results
Honed ideas into a format that met the book editor’s brief
Generated extra resources for Nick’s consultancy work
A disruptive product at the pre-MVP stage
Housecure is a proptech platform designed to make every aspect of home ownership a delightful experience, with an initial focus on removing the need for an offer-to-exchange period. It’s founded by Max Inglis, a serial entrepreneur, and Theo Inglis, a seasoned product developer and co-founder of digital consultancy Thought and Function.
‘Stress free property transactions’ is the strapline that describes the duo’s initial ambitions for the Housecure platform. And while it’s a disruptive proposition, Housecure are not attempting to be a cutting edge brand so much as an accessible one.
“We want to build a company that is actively helping people who are struggling in the market,” says Theo. “We believe they’re struggling unfairly, and the ones profiting from the current system are typically exploiting it.”
The Housecure team has larger goals as well. As Max explains, “The importance of a family home cannot be understated as homeownership boosts the educational performance of children, improves healthcare outcomes, lowers crime rates and lessens welfare dependency.
“Instead of just wordsmithing my spiel, they wanted to produce something that represented what I stood for.”
– Nick Sturge, Strategic Advisor
The challenge
The face of a product yet to launch
At the time of writing, Housecure’s vision lies behind an MVP still in development.
“Our mission isn’t to use the website as a means of lead generation yet – since we haven’t released the product,” says Theo. “We don’t care about how we’re ranking. The real goal is to be clear as to what we’re offering, so we can get beta users and build partnerships.”
Writing for an audience that might know nothing
“Both Max and myself are used to writing professional documents where you can assume a certain level of understanding,” says Theo. “But the Housecure site would need to be accessible.”
It was important to ensure the Housecure site was simple, clear and directed to the right audience – an audience that might not see their problem clearly enough to instantly recognise the value of the solution.
Fluid messaging for an evolving product
The platform needed a website that clearly articulated its mission, and that would be ready to welcome all users once the product went live, but that product was likely to evolve quickly.
“That’s the challenge of working with startups,” says Theo, “Right now we’re selling one thing, in three months time we should be selling something more or something else. So the key messaging on our website needed to be fluid, focusing on the heart of what we’re doing rather than just the features of the product.
The writing process
Structuring streams of consciousness
Nick initially expected that we were going to rely heavily on his guidance, but he was pleasantly surprised.
“One can get protective of a style and it’s a fine balance,” says Nick. “I certainly need a challenge because sometimes I am wrong. In this case I knew what I couldn’t do was structure a stream of consciousness, but that’s what RH&Co did.”
A trust exercise that paid off
We started by briefing in overview, before going away and working on structure, and then interviewing Nick in more detail, producing copy and then iterating.
“Finding the balance with a professional partner in this context is important,” says Nick. “You can push back and say, no it’s better written like this, or that. We were able to do this because we built up a strong trust relationship, so there was room for constructive challenge and it kept our conversations easy and productive.”
That trust extended beyond working with Rin herself. “It’s often a challenge with an agency that you get 5 minutes of the expert, and 55 minutes of someone else,” says Nick. “But I didn’t feel like I was compromising with RH & Co.”
More case studies
Nick Sturge MBE: book chapter
How we helped chartered director and strategic advisor Nick Sturge MBE articulate his expertise
Industry: B2B services, consultancy
Content type
Book chapter
Goals
To co-create a book chapter that distilled Nick’s experiences and wisdom
Results
Honed ideas into a format that met the book editor’s brief
Generated extra resources for Nick’s consultancy work
A disruptive product at the pre-MVP stage
Housecure is a proptech platform designed to make every aspect of home ownership a delightful experience, with an initial focus on removing the need for an offer-to-exchange period. It’s founded by Max Inglis, a serial entrepreneur, and Theo Inglis, a seasoned product developer and co-founder of digital consultancy Thought and Function.
‘Stress free property transactions’ is the strapline that describes the duo’s initial ambitions for the Housecure platform. And while it’s a disruptive proposition, Housecure are not attempting to be a cutting edge brand so much as an accessible one.
“We want to build a company that is actively helping people who are struggling in the market,” says Theo. “We believe they’re struggling unfairly, and the ones profiting from the current system are typically exploiting it.”
The Housecure team has larger goals as well. As Max explains, “The importance of a family home cannot be understated as homeownership boosts the educational performance of children, improves healthcare outcomes, lowers crime rates and lessens welfare dependency.
“Instead of just wordsmithing my spiel, they wanted to produce something that represented what I stood for.”
– Nick Sturge, Strategic Advisor
The challenge
The face of a product yet to launch
At the time of writing, Housecure’s vision lies behind an MVP still in development.
“Our mission isn’t to use the website as a means of lead generation yet – since we haven’t released the product,” says Theo. “We don’t care about how we’re ranking. The real goal is to be clear as to what we’re offering, so we can get beta users and build partnerships.”
Writing for an audience that might know nothing
“Both Max and myself are used to writing professional documents where you can assume a certain level of understanding,” says Theo. “But the Housecure site would need to be accessible.”
It was important to ensure the Housecure site was simple, clear and directed to the right audience – an audience that might not see their problem clearly enough to instantly recognise the value of the solution.
Fluid messaging for an evolving product
The platform needed a website that clearly articulated its mission, and that would be ready to welcome all users once the product went live, but that product was likely to evolve quickly.
“That’s the challenge of working with startups,” says Theo, “Right now we’re selling one thing, in three months time we should be selling something more or something else. So the key messaging on our website needed to be fluid, focusing on the heart of what we’re doing rather than just the features of the product.
The writing process
Structuring streams of consciousness
Nick initially expected that we were going to rely heavily on his guidance, but he was pleasantly surprised.
“One can get protective of a style and it’s a fine balance,” says Nick. “I certainly need a challenge because sometimes I am wrong. In this case I knew what I couldn’t do was structure a stream of consciousness, but that’s what RH&Co did.”
A trust exercise that paid off
We started by briefing in overview, before going away and working on structure, and then interviewing Nick in more detail, producing copy and then iterating.
“Finding the balance with a professional partner in this context is important,” says Nick. “You can push back and say, no it’s better written like this, or that. We were able to do this because we built up a strong trust relationship, so there was room for constructive challenge and it kept our conversations easy and productive.”
That trust extended beyond working with Rin herself. “It’s often a challenge with an agency that you get 5 minutes of the expert, and 55 minutes of someone else,” says Nick. “But I didn’t feel like I was compromising with RH & Co.”
More case studies
PSI Mobile: Case study, blogging, email, LinkedIn
Enabling PSI Mobile to engage a highly specific audience
Industry: Tech, telecom and utility sales software
Content type
Case study, blogging, supporting email and social copy
Goals
Boost engagement on LinkedIn and click through to the website
Results
Increased CTR above industry standards
61% of visitors scrolled at least 50% of the 1,000+ word case study
50% of visitors reached the bottom of the page
“To any client you can say, go and have a look at the website, and you can be confident that they’re going to find what they need.”
Tom Pearson, Communications & Marketing Lead
PSI Mobile – helping sales companies to provide best in class customer experiences
PSI Mobile is a software company that has been delivering innovative end-user experience solutions to utility and telecom companies for over 14 years.
Founded in the early 2000s in Dublin, Ireland, PSI now operates in over 40 countries worldwide. As they’ve grown, they’ve come to partner with the likes of Vodafone, Ogi and Unicef.
Since we began working with PSI in 2022, our content expertise has played a key role in boosting engagement with a highly specific audience and providing crucial click-throughs to their website. Here’s how we did it.
The challenge
Jumping the communication gap between specialist and audience
The Land App team is made of experts who each bring specialist knowledge to the table – from land management to permaculture, conservation and data analysis – and who are passionate advocates of their platform. But because everyone was so deep into their work, it was difficult to think objectively about their communication.
“Up to now, it’s been the founders trying to do everything themselves,” says Tom Pearson, Communications and Marketing Lead at The Land App. “But sometimes you need to step back and ask, are people understanding this? We have this rich, deep insight into what we’re doing, but how does that translate?”
The challenge
Targeting a wide spectrum of audiences
The Land App is an impressive tool designed for many types of specialist users. The trouble is that all of these users each have their own needs, and The Land App team were unsure of how to distil their message down through so many different channels on one website.
“You could have an ecologist that’s using the platform for a habitat assessment, a surveyor doing someone’s building extension, or a land agent who’s completing a cropping plan,” says Tom.
“This makes the messaging really tricky to get your head around, because you want to appeal to all of these people. We could have funnelled people into a hundred different categories, but we also needed to distil the message without excluding anyone.”
The solution
An iterative approach
Working alongside the design team at Garrett Creative, we began by interviewing The Land App’s team so that we could scratch beneath the surface to unearth the heart of their product. From this we created a document that presented our initial ideas so The Land App could begin to give us feedback about the language and messaging – while Garrett Creative did the same thing with their visual messaging. After this we could run with their thoughts, mock up a couple of website pages, and receive feedback again before creating the entire site’s copy.
“The team are all so invested in the platform and the website,” says Tom. “It’s our baby and we wanted to make sure it was right. So it was really good to have these iterative drafts, to be able to comment along the way or have a call, listen to what you guys were saying, and make sure we were saying the right thing.”
The Land App saw this not only as a process that they were going to get great output from, but also as a learning exercise. It forced them to answer questions, such as who is using the platform? How can we streamline that without leaving anyone out? And how can we keep from overloading users with too much information?
Outcomes:
A message that speaks to everyone
Through our collaborative process, we found a way to present easily accessible information so that a surveyor, an ecologist, a farmer, an estate manager and a land agent could instantly see why they needed the platform. “To any potential client you can now say, ‘go and have a look at the website,’” says Tom, “and you can be confident that they’re going to find what they need.”
A website that positions the brand to go higher
While The Land App weren’t hiding their website before, they definitely weren’t flaunting it as a resource. That changed after the rewrite. “We now have this fantastic website which we can use as a trampoline,” Tom says. “It elevates everything.”
More case studies
Blueheart: SEO blogging
How we helped Blueheart broadcast their expertise in shame-free sex education
Industry: Sextech, healthtech
Goals
To boost organic traffic and app downloads
To showcase Blueheart’s expertise and establish credibility
Results
Increase in website traffic from 5,000 to 30,000 per month within 6 months
Ranked #01 on Google for a foundational keyword phrase
Blueheart – the app revolutionising the conversation around sex
Blueheart is a sex therapy app offering accessible shame-free sex education and guided Sensate therapy. Informed by the latest scientific research, the app helps couples to re-ignite their sex lives by refreshing the conversation around sex with honest and actionable support.
Launched in 2019, Blueheart caught onto the surge in demand for support over lockdown. The company has since grown to a team of 12 and has been featured by the likes of Vogue, The Guardian, and the BBC.
Since we began blogging for Blueheart in September 2021, the blog has played a key role in boosting organic traffic, leading to a significant increase in app downloads. Here’s how we did it.
“RH&Co helped us generate massive results over a span of a few weeks, and that’s just from the increase in traffic on the blog.”
– Camiel Roex, Head of Growth
The challenge
A mess of a marketplace – and middling results
Before they began working with us, Blueheart commissioned blogs on an online marketplace, but Camiel Roex, the brand’s Head of Growth, says the process wasn’t great. “You would send the brief, and the first version would always come back really bad. Sophie, our head of content, would have to rewrite the whole piece.”
It was an uneven process that led to about 5,000 organic visits a month. Results that weren’t really worth the pain.
Scaling content and standing out
Needless to say, this wasn’t scaleable, particularly considering how much content they wanted to put out. “We’re offering lots of education,” says Camiel, “and if the education isn’t good, then the whole thing doesn’t work.”
Camiel knew that it was crucial for the brand to be seen as an authority in its field. Without this differentiator, people would see no reason to download the Blueheart app. “If we were just another blog with superficial tips, just copying what other websites did without presenting our own view, we’d have no unique offering.”
The solution
An expert-informed, SEO-optimised process
Expert-informed
Before, when using the marketplace to find copywriters, Camiel never knew who he was briefing, and therefore the quality of content would differ greatly. He found that, because they had no prior involvement with the company, they often missed the mark on the topic, or weren’t able to implement Blueheart’s brand story in their work.
RH&Co
With RH&Co, it was a different tale. We were referred to Blueheart by Addland, a platform that had seen great results with our SEO-optimised blogging services.
To replicate a similar kind of success for Blueheart, we combined the skills of our editorial team with SEO-scoring software. This approach was fuelled by Blueheart’s SEO research into keywords that would help them compete on subjects they wanted to be an authority on.
SEO-optimised
To ensure the posts would be distinct – in line with Blueheart’s point of view, goal and target audience – one of their therapists would add in notes to each brief. This was the crucial expert-led angle to the content that would elevate it above the imitative SEO strategies of competitors.
The outcome
Soaring organic results
Since Rin Hamburgh & Co started blogging for Blueheart, organic visits have rocketed from 5,000 to 25-30,000 a month.
“RH&Co helped us generate massive results over a span of a few weeks, and that’s just from the increase in traffic on the blog,” says Camiel. “This helped massively from an SEO perspective.
“There’s a blog we have on sexual frustration – we’re now number one on that keyword. We have 10,000 searches a month on it and it’s very relevant to our brand.
“Organic visits are the most stable part of Blueheart’s acquisition funnel. About 30% of people downloading the app after doing the assessment on the website came via the blog, or via Google, by searching for Blueheart or Blueheart reviews.”
Making it quick and easy to stand out
In addition, Camiel is relieved with how much we sped up their blogging process. “We can run a full content marketer’s job in one hour a week instead of 20 hours,” he says. “And we don’t have to hire someone full time, which is important for a startup.”
Lastly, Camiel says: “We highly recommend RH&Co to anyone who struggles to find a good process to push out the quality content themselves. They are very responsive, stick to deadlines and the quality of the writing is very good. They have helped us to stand out and become an authority on certain topics.”