Creating a coherent offering for a global business with a vast and diverse array of content
412 products comprising thousands of pages rationalised and distilled down to 32 customer-focussed pages. Transforming dense, “feature” content into relatable and easily understandable “benefit” insights
Stakeholders engaged and coordinated across multiple continents to fully understand the business, all of its customer types and its granular goals.
The skills needed for the project
Content strategy
A new content structure, overlaid with a coherent, universal hierarchy driven by customer needs. Benefits over features every time.
Creative and copywriting
Context and customer specific personalisations surfaced when the user needs it most. Backed by a comprehensive test-and-learn process
Tackling such a large volume of content should take six months but the Micro team did it in weeks. Amazing.
- Steve Fiddy, Head of Digital, Experian
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About the author
Rich Ross
After 25 years working at some of the most awarded creative and tech agencies in the world, Rich grew tired of all the waste. Time thrown away by inefficiency. Great work squandered by miscommunications. And the money. Yikes! So much money going into the machine with no tangible output. What a waste.
Micro was born from his desire to cherry-pick the great people he worked with at the likes of Publicis, Imagination and elsewhere. To create a nexus for all these amazing people to gather and deliver work in a better way. Then, any spare capacity could be put to use helping the kinds of companies that don't have access or budget to afford such mad skills. The ones that are doing something meaningful that doesn't always get the spotlight they deserve.
Micro is now that nexus!