The Acquisition/Spin-off/Merger Website Challenge

Content Strategy
Written By Samantha LaBarbara

An oilfield services client is acquired by a company most known for its work in food, healthcare, industrial and hospitality markets. The parent company’s new website is designed for a vastly different set of audiences and sectors, and merging oilfield-related content is complicated. The client is soon sold off and merges with another industry player, presenting yet another website challenge. 

Highlights

Acquisition

  • Served as the content manager, liaising between parent company and client throughout transition and launch

  • Collaborated to devise an architecture that met the client’s requirements within the site’s limitations

  • Led brand communicators in collecting and writing content for product lines spanning upstream, midstream and downstream markets

  • Championed an evolved brand voice to bridge parent company and client

  • Wrote or edited all content for brand voice consistency and digital efficacy (SEO)

  • Uploaded content for launch and proofed content as it was loaded by others

Spin-off/Merger

  • Generated upstream, midstream and downstream content to plug holes in combined company’s evolving story

  • Generated nascent sustainability copy 

  • Identified compatible and complementary brand tone and personality traits and executed a brand voice to honor and bridge both companies

Samantha LaBarbara https://www.lovelygrit.com
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