Investors in People is an accreditation and support service that’s well known in the business world. They help over 20,000 businesses to improve the way they manage their people.
With a complete overhaul of their website and online interactive tools on the cards, Investors in People needed a creative content studio that would bring more than just B2B copywriting skills to the project. They wanted ideas-led writers who could not only shape compelling copy to improve brand awareness and bring their services to life, but who could use words to make meaningful connections with their customers, clients and stakeholders.
That’s where we stepped in.
We began by studying the audience profile of Investors in People and suggested ways to connect with their various target markets, from SMEs to international organisations , from companies with no prior knowledge of IIP to current customers who have only scratched the surface of what’s on offer.
We started with the brand personality – honest, trusted, credible and professional – and used these values to build a consistent and engaging tone of voice that would really connect.
By identifying that people are at the heart of what Investors in People does we were able to find motivation for a new tone of voice that could speak to different businesses in an direct, enaging and authentic way, to get results.
Investors in People needed compelling web content, features and downloads bursting with the latest facts, figures and thinking. And they needed lots of them. Fast.
We mobilised a large team of writers to produce reams of quality copy, stimulating stories and insightful downloads, in the new tone of voice, to a tight schedule. Each piece was edited before sign-off to ensure a final polish.
With more organisations offering business accreditation, talent management and support services than ever before, we delivered content that marks Investors in People out as the sector leader, signposting to its unique values and vision, and encouraging engagement.
The next step was to upload. Following training, we worked closely with the site’s web development team and the inhouse team at Investors in People to upload, stylise and format check content in the Content Management System. Once the text was in place we delivered a detailed sense check to make sure everything worked. We suggested improvements to links, downloads and navigational copy to improve the flow of movement around the site. We recommended and produced content devices and narrative threads to enhance the reading experience and give the site an at-a-glance brand feel.
We also created additional content specifically designed for social media platforms so that content could be shared and the new tone of voice carried consistently across different communications channels.
The team has been extremely happy with the results and – with new dynamic content and insight everyday, all in the tone of voice – the Investors in People website is going from strength to strength.