Boosting Brand Awareness
in the European Market
for a GreenTech Company

Content strategy

To ensure that the iFarm English blog is aligned with and works toward the overall business goal, we embraced a data-driven and evidence-based approach to the development of its new content strategy. Our team began by conducting an extensive audit of existing content to assess what works and to build on these “best practices” going forward. Using Google Analytics, we reviewed the webpages that generated most leads from European markets and, drawing on the results, formulated recommendations for the content strategy and editorial calendar.

Then, our team analysed target segments and singled out Buyer Personas, listing possible questions and pain points for each group. With this approach, we aimed to ensure that every piece of content in the blog has a strategic value. In turn, this prevents time and resources being used on content that doesn’t contribute to the overriding marketing and business objectives.

Editorial calendar

Based on the proposed content strategy, we put together a comprehensive editorial calendar for the blog. Here, the Orange Bird team stuck to the same evidence-based and result-oriented approach. For each article idea, we defined a target audience and specific buyer personas, which the article aims to reach, and outlined the end-users’ problems and questions that the article answers. We also thought through and carefully selected keywords and calls to action for every article. With this, we strive to ensure that each article will reach its targeted audience, help them resolve their problems and result in action.

Content creation and copywriting

Despite having an in-house editorial team for its Russian blog, iFarm does not have full-time staff working on the English one. Therefore, Orange Bird also took the initiative to establish and put in place workflows for content creation, publishing and publicity. Our native English copywriters now provide a steady and regular supply of new articles in accordance with the editorial calendar. Besides preparing content for the blog, they also help proofread and edit other communications materials for iFarm, including presentations, pitches, website pages and scripts for videos.

For depth, consistency and timely delivery of all required elements in each article, our team created guidelines and templates for authors and put together a content library with numerous materials relating to iFarm technology and vertical farming in general.

Keyword research

Our data-driven approach found its way into PR activities too. In particular, our team conducted keyword research for iFarm to better understand what iFarm’s target segments search for online and figure out ways to reach them. In other words, we used keyword research to identify platforms and media outlets that iFarm should use to maximise its reach within specified target audiences.

Media relations

To keep iFarm on the radar of greentech journalists and influencers, we researched and created an extensive database of relevant media outlets, bloggers and social media communities to use for the distribution of news releases and other stories about the company.

Orange Bird assists iFarm in preparing media-oriented communications materials. Keeping abreast of the latest trends and developments in the vertical farming industry, we gather ideas, initiate conversations with subject matter experts and work with journalists to collaboratively prepare articles, interviews and case studies that will increase iFarm’s profile in top-tier agtech media outlets.

On top of that, Orange Bird develops and executes pitches on behalf of iFarm and manages the distribution of press releases and other newsworthy announcements. For example, Orange Bird pitched the press release on the launch of iFarm’s joint venture with Sadarah, which was picked up and published by 17 leading industry publications across Europe and the Middle East.