How we made WTax a content-first company
The Challenge
In the highly-regulated field of withholding tax reclamation, WTax is one of the world’s biggest names. They specialise in getting money back for investors who are charged foreign tax on their investments.
But when their client pipeline started to run dry, they turned their attention to marketing. How to win new clients in such a niche, complex and esoteric field?
Becoming a content-first company
Scon joined WTax on a twelve-week consultation. We embedded a senior editor within their marketing team and set about up-skilling their people to become experts in copywriting, editorial and content strategy.
1// Training
Over twelve weeks, we delivered a custom-made training course which helped WTax’s team to grasp the fundamentals of copywriting, content marketing and SEO.
2// Content leadership
We provided one-to-one consultation in marketing leadership, giving WTax’s Head of Content the know-how to lead a performance-focused content department.
3// Editor-in-Chief
We acted as Editor-in-Chief during our twelve-week initiative, giving team members direct feedback on their copywriting and helping them to develop their writing styles.
4// Pipeline
We provided documentation and business model consultation to establish a content pipeline geared for performance, including a content calendar, briefing process, and reporting structure.
What we achieved
We provided documentation and business model consultation to establish a content pipeline geared for performance, including a content calendar, briefing process, and reporting structure. These are the key elements we covered:
Writing for clarity
We focused on training the copywriters to write in a more accessible style, opening up their messaging to a global audience (for many of whom, English was not a first language).
Thought leadership
We raised WTax’s name in the industry by developing their writers into thought leaders, guiding the global conversation around tax reclamation.
Lead-gen strategy
We created the business’s first ever lead-gen strategy, leveraging their own valuable first-party data to create industry-leading whitepapers and ebooks.
Call to action
We taught the copywriters to write with bravery and flair, helping them to capture the attention of new audiences through the website, search and social.
