CLIENT STORY: BUSINESS PUBLISHING
Defining and Promoting Business Thought-Leadership and Publishing Across the Digital Space
Combining copywriting, marketing and business editing capability to help an online publisher both produce and market a range of top-class business publications.
A provider of high-level business information and thought-leadership. The company’s philosophy: to provide plenty of value for free while ensuring its information products and advice are both unique, convenient to consume and of the highest quality.
Moreover, in an online environment where business ‘gurus’ are ten a penny it offered the right thinking from the right expert, depending on the reader’s needs. Traditional business books are little help either, when their valuable nuggets of information are hidden away in reams of contextual padding.
The need was twofold: to write and edit the brand’s website and associated digital marketing materials and to advise on and edit the diverse range of business books and articles published under the Shoulders of Giants banner.
Crafting and polishing the style and voice for the brand as its identity came together, ensuring both consistency and authority across the brand communications. At the same time I worked with a number of internationally acclaimed business experts and leaders, lending support at every stage of the production process – from editing to rewriting, ghostwriting and advising on structure – in areas such as leadership, marketing, human resources, business theory and digital marketing.
Clear and coherent messaging across the brand’s properties and publications, that helped Shoulders of Giants quickly establish itself as a source of unique business knowledge.
The brand came to solve one of the biggest problems in business and personal development today – too much information to investigate, yet too little time to absorb it.
The answer: to make available the latest thinking from the world’s top business experts – connecting smart people with the smartest business thought leaders in a way that is fast, flexible and entertaining, across a spectrum of essential disciplines.. And to make that thinking so powerful and concise that you get only the information you need, quickly and in a range of media to suit your lifestyle.