Officeworks

Our brief was to develop a content strategy that would help customers discover new products and solve real-life problems across two core customer segments: Education & Business.

We were charged with conceiving, planning and delivering a series of content that would enable Officeworks to have always-on conversations and drive SEO. 

The goals for the series:

• Ensure recognisable content styles for which Officeworks can become known
• Tap into common generic search terms that are highly clickable from search
• Help streamline ideas and planning across core ranges and key pillars

We partnered with Officeworks to launch Noteworthy, an editorial content hub featuring craft and DIY how-tos for children of all ages, tips on how to organise your home and office, and educational content based around STEM – through articles, photography, GIFS and videos.

• We used research from sources such as Google Trends, BuzzSumo and SEMrush to understand key themes and what’s driving target consumers. Our content is insights-led (SEO, moments and product) to drive engagement and purchase
• Our team commissions features, video and stills imagery with web, social, email and in-store considerations
• Content is themed around macro moments (eg Craft for Easter or Top Tips For BAS Time) and ranges (STEM, Arts & Craft, Back to School, Stationery, Furniture and more)
• Content helps inspire customers with ideas and information on products to reinforce Officeworks’ tagline “Make bigger things happen”

Each piece of content is strategically amplified across Officeworks’ social and CRM channels to target the right customer at the right time.