Supporting growth with compelling content
Taking a strategic approach to content marketing for an environmental consultancy.
Diverse, human led content
Elevated Ecometrix’s profile by better positioning its experts.
Strategic thinking across touchpoints
Launched and maintained a social media and email strategy.
A professional event presence
Developed a customizable toolkit and event playbook.
Website UX/UI and accessibility
Ensured compliance and ease of use for site visitors.
The Challenge
With ambitious growth goals, environmental consultancy Ecometrix (now part of Egis in Canada) needed to showcase the expertise and passion of its team, highlight key projects, and position the business as a forward-thinking leader to attract the industry’s brightest minds.
Specifically, Ecometrix:
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01
Did not have internal marketing experience or a strategic marketing foundation to leverage its technical expertise and grow its team.
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02
Were unsure how to translate complex, rigorous environmental projects into engaging stories.
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03
Lacked a toolkit of materials to show up professionally at industry events and drive engagement online.
The Solution
To capture the attention of top industry talent and cement Ecometrix’s position as a thought leader in environmental consulting, it needed a strategy that was meaningful beyond its website.
Diverse, human-led content
Elevated Ecometrix's profile by better positioning its experts.
With an understanding of how a varied approach to content could elevate and champion Ecometrix’s value, we interviewed its experts to capture insight that would help us write, design, and publish content across multiple formats.
Staff profiles humanized Ecometrix experts, offering readers the opportunity to explore their backgrounds, past projects, and passions. Event features showcased the conferences and workshops Ecometrix experts participated in throughout the year, and included key insights to show the company was on the cutting edge of what was happening in the industry.
Thought leadership features allowed experts to dive deeper into a specific topic, case studies showcased the company’s approach and software solutions in a way that was technical and approachable, and company updates highlighted Ecometrix’s culture and evolution.
Strategic thinking across touchpoints
Launched and maintained a social media and email strategy.
Like any good B2B strategy, the content wasn’t isolated to just the website but was supported by a comprehensive strategy that spanned social media and email.
The Ecometrix Insights newsletter curated content by theme, encouraging clicks to the site. Social media posts and custom visual templates were created to strengthen storytelling, highlighting expert quotes, statistics, and milestone projects.
As with all content creation, visuals played a particularly important role in illustrating complex topics and showcasing important information.
Positioned for event success
Developed a customizable toolkit and event playbook.
With Ecometrix regularly hosting workshops and conference sessions, they needed a reuseable suite of professionally branded assets.
We designed a toolkit through the lenses of brand awareness and thought leadership, creating content and collateral that emphasized their integrated and dynamic approach to environmental challenges.
- A booth banner prominently displayed the organization’s methodology.
- An in-booth looping video humanized the brand by showing the team in the field, introduced experts attending the event, and encouraged guests to learn more by following Ecometrix on social media and signing up to its newsletter.
- A one-page handout provided a snapshot of the company, its proprietary software, and client testimonials.
- A QR code allowed visitors to easily access the website to explore more.
All this equipped Ecometrix with a customizable toolkit and event playbook that could be refined for future engagements.
Meaningful website enhancements
Ensured compliance and ease of use for site visitors.
As the content cadence and positioning shifted, so too did how it was being presented on the website. Page structure was programmed to pull in relational content to keep readers moving through the site and encourage continuous exploration.
Dedicated Knowledge Hub and Experience sections housed thought leadership and case studies respectively. Custom blocks were developed so content was built with rich media and dynamic headlines, all adhering to the brand guidelines. Showcase areas on the homepage prominently called out key announcements and updates.
To ensure the website was optimized for search engines, regular adjustments to both the site’s content and infrastructure were made.
Site accessibility was a key requirement for the company’s Accessibility Plan, so regular audits and programming were done to ensure compliance.
A new milestone
The Ecometrix story continues.
Thanks to highly visible and engaging content, Ecometrix caught the attention of several new experts that have since been added to the team and, with a consistent cadence for content development, fueled a quarterly newsletter to keep the Ecometrix brand top of mind.
Between October 2023 and March 2024, page views to the website increased by 26% and active users increased by 37%. Specifically on its Knowledge Hub, where new features are regularly published, views increased by 24% and active users by 48%.
Today, Ecometrix has met a new milestone in being acquired by Egis, a global leader in engineering and consulting.
