TL;DR
Client: Alva Labs, a Stockholm psychometrics start-up using machine learning and psychology to change recruitment.
Problem: A complex message was lost in terse, impersonal academic American English, and Alva needed to reach a global audience.
What I did: Found the story with a brand strategist, created a voice that captures “the joy of science-nerds”, then ran the content strategy: blogs, case studies, reports, e-books, keynotes and ad copy. I also built Linnea Bywall into Alva’s public face and thought leader.
Results: In 15 months, monthly readership rose 27x and read time 6x. People Lead Linnea was published in Sifted and Start-Ups magazine, and Alva earned three G2 badges.
"Ann’s work has enabled me to become a thought leader, and I’m loving it!" Linnea Bywall, People Lead, Alva Labs
The brief
Brand story | Brand voice | Content strategy
Multi-channel copy | Thought leadership | Coaching
Alva Labs needed to get out of Stockholm and to the world stage.
A complex message about psychology, machine learning and psychometrics was lost in terse and unpersonal academic American English.
They needed help to find their story, have some fun and take their place so they can change the world of recruitment.
The friction
Alva Labs shares a commitment to hard science. To science's love of triple checking. But, they also love the pace of start-up life. What was going to change?
Sharing stories
Working with a brand strategist, we found the truth at the heart of Alva: helping people achieve their goals, beyond the social capital of CVs.
The voice I created captures the joy of science-nerds who know that complex research can change people's lives for the better.
After sign-off, I was booked to create, deliver, and roll-out Alva's new content strategy.
Content strategy
Coaching leaders and team members, writing, briefing illustrators and the ad agency (even stepping in to cover leadership during that Swedish summer break), I launched and ran Alva's content strategy: writing blogs, interviewing clients for story-driven case studies, paring academic reports, authoring e-books, drafting keynotes, speeches, cartoons, ad copy and editing scripts for product videos.
Key results
Brand voice and content has an indirect link to sales revnue. Here are results that demonstrate some of what I achieved, and thw range of what is possible.
Content results cover c. March 2022-March 2023 inclusive.
6x
Increase in blog read time.
27x
Increase in monthly readership.
320x
Increase in content entrances.
Thought leadership
Alva's PR agency needed a thought leader. Having worked with then People Lead, Linnea Bywall, I pitched her as the natural figure-head.
Smart, funny, and great at explaining the product through stories, Linna wrote op-eds in Start-Ups magazine and Sifted, received noteable mentions as a woman to watch in TechRound and AIHR.
For Alva she wrote blogs, joined panels, taking Alva onto the world stage.
Three G2 badges
With the brand and voice working, Marketing Lead Gustav Wallburg had the confidence to launch a G2 strategy, earning three highly coveted awards.
Want the whole story?
This page is an abbreviated version. This full PDF has the rest: what the project covered, how I work - alone and closely with stategists. It covers how I found Alva's voice, the thinking behind the content strategy, examples of writing across multiple formats, and more information about my results. You'll need at least five-seven minutes to take your time and understand the project, methods, and outcomes.
The review
"Together Ann and I have written newsletters, blog posts and plenty more. By writing drafts that capture my tone of voice, and backing everything up with solid sources and fact checks, she makes content creation both easy and fun.
Ann never stops to amaze me on coming with great examples for content, asking the right questions, being super open to feedback and discussion and really pouring her heart and soul into the process.
Everyone that gets a chance to work with her should consider themselves lucky. You will have a blast, while getting your message across!
Ann’s work has enabled me to become a thought leader, and I’m loving it!"
Linnea Bywall
People Lead, Alva Labs
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