Strategic Content and Communication

Reaching the right audience with the right message at the right time is part art, part craft.  You only get one chance to make a good first impression.

Since 1998, Wilson-Taylor has helped companies, associations and publications connect with key audiences through:

Let ‘s talk about how we can help you connect with your key audiences.

We specialize in:

  • Real estate — residential, commercial, services, B2B and B2C. Our clients include: Homeaway; BobVila.com; Kabbage.com; USRealty.com; and Tribune Digital.
  • Professional services. Our clients include:  Rothstein Kass and OMS Insurance.
  • Career paths and talent development. We’ve collaborated with the Council for Adult & Experiential Learning; Tribune Digital; and the American Health Information Management Association and we have developed training for the American Society of Journalists & Authors.
  • Diversity & inclusion measurement and reports. Clients include the Accounting & Financial Women’s Alliance; Women in Cable Telecommunications; and the Women’s Business Development Center.
  • Creative professions and creative entrepreneurship. Our clients include: The Craft Industry Alliance and Craftsy.com.

Case study: Collaboration with CAEL Results in Career Book Now Used by Community Colleges Across the Country 

The Career LatticeGot a great idea for a book but not sure how to get it out of your head and onto the page? I love to work with executives and experts on long-form content projects, from white papers to books. For The Career Lattice, I collaborated closely with the Council for Adult & Experiential Learning. Blending their research with my own company’s projects, and with additional research, I translated our common perspective on emerging career paths to a book that’s informative and inspiring for those at all career stages.  Lateral career paths keep individuals employed and companies growing and  The Career Lattice is the essential guide to strategic lateral moves, showing through narratives and case studies how individuals and employers grow and thrive in a slow-growth economy. See career lattice diagrams and read case studies at The Career Lattice.

Case study: USRealty.com Re-Invents Real Estate Investment with Online Brokerage that Boosts Investors’ Return

Institutional investors stabilized wholesale neighborhoods during the 2008 real estate recession by buying foreclosed and distressed properties, thus braking the drop in values. Now, with the real estate market recovering, many investors want to reap returns. Those returns will be severely eroded if they go the traditional route of listing houses with local agents and pay even a discounted commission of 4% of the purchase price. That’s why institutional investors are flocking to USRealty.com, a national, online broker that offers a streamlined channel to market and an efficient dashboard for managing property sales. Wilson-Taylor showcased the power of the USRealty.com model in this white paper: ROI Power USRealty. USRealty.com’s powerful story has won it dozens of media mentions, possible through Wilson-Taylor’s media and communication strategy.

Case study: Ebyline Accelerates Efficiency for Squeezed News Publishers

Virtual newsroom Ebyline.com frees up money for news content by streamlining newsroom operations with freelancers. That means more time and money for quality stories, which drive revenues by attracting web traffic, loyal readers and satisfied advertisers. Wilson-Taylor made the case to the industry in this Action Plan for Newspapers.

Case study: WICT’s PAR Persuades Policymakers

Wilson-Taylor’s MOVE methodology equipped Women in Cable Telecommunications with voluminous evidence of best practices proven to advance women in the cable industry. Congresswoman Diane Watson read about PAR’s results and authority and invited WICT to send a representative to testify before a Congressional subcommittee about private employer pay equity best practices.

Joanne Cleaver coached Benita Fitzgerald Mosley, then WICT’s executive director, through talking points extracted from PAR’s hundreds of statistics. Mosley’s five-minute presentation showed lawmakers that smart, proactive pay equity policies actually drive business results. WICT was the only participant representing private employers, making the case for fair pay accountability for all women employed in the private sector.

Case study:  Wilson-Taylor Builds Homeaway’s Home Economics

The economic case for short-term home rental is compelling: renting by the week channels cash to homeowners for taxes, maintenance, and other costs of property ownership. But zoning, homeowners’ association and tax regulations aren’t set up for short-term rentals. Homeaway, the world’s largest home rental matchmaking site, asked Wilson-Taylor to assemble the business case for rentals. WT’s report, driven by insights provided by project manager Todd Beamon, former assistant business editor for the Washington Post, showed how rental income can stabilize local economies and paved the way for Homeaway’s leadership in establishing industry standards and model regulation.

Case study: Progenuity Launch Requires Compelling Web Content

When Tribune Digital decided to expand from simply listing job postings offering a full-fledged recruiting service, it turned to Joanne Cleaver to write engaging copy for the launch of the new operation’s website.  Progenuity copy ranged from snappy headlines to useful tips for both employers and job seekers, ensuring that everyone who comes to the site finds content that meets their needs.

Case study: ForSaleByOwner.com Pricing Guide Helps Homeowners Find Their Equity

The housing market is in a state of confusion, which means that homeowners can’t rely on the usual sources to figure out how much their homes are worth. Joanne Cleaver worked with Tribune Digital designers and developers to create and produce the ForSaleByOwner.com Pricing Guide. Drawing on her expertise gained while real estate editor for the Milwaukee Journal Sentinel, she formulated a clean format that broke down a complicated topic into bite-sized pieces. The Pricing Guide was cited by national media as a uniquely useful tool for home buyers and sellers. Meanwhile, Tribune executives were equipped with media training and communication professional development, paving the way for command performances on industry panels.

Case study: Reaching Small Business Owners with Timely, Practical Insights 

Entrepreneurs crave news they can use – and smart companies use content marketing to give business owners relevant information. This piece for the Equifax is a great example of authoritative content that shows clients and potential clients that Equifax understands their business concerns. Starting a Small Business by Franchising: Five Questions to Ask | Equifax Finance Blog