Freelancer profile translated to English.

Description

« It’s more effective to do something valuable than to hope a logo or name will say it for you » Jason Cohen, SBS

Of course Jason….BUT until proven otherwise, the internet is not a hyper-welcoming world. What is not relevant disappears purely and simply. As much as having a brand in addition to a good product, it is better to let it speak and intelligently preferably!

Are you looking for the most effective levers to acquire, engage and retain your audience? Do you already publish content on the internet but too often in a hurry and without real thought? Are you lost in the ocean of possible formats and wondering how to articulate it all?

Rest assured, it's not that complicated. Just take things up methodically. From experience I can tell you that maturity on this subject is very uneven depending on the companies, sectors and managers. Declining a brand's editorial line on the web and feeding a creative storytelling involves a new organization and the mobilization of different profiles in the company.

Let's be clear: this has nothing to do with PR. It is about working on a dynamic content strategy, in line with the issues that your organization actually encounters, which interest your target audience and this throughout the “customer journey”.

I will help you set up a “Swiss Army knife” content approach for your blog, newsletter and social networks. BUT I will also help you get out of it and opt for more targeted productions: guest article on an influential blog, e-book, podcast… First experience internally what works and what doesn't! This is why I will support you in the form of coaching so that the teams develop skills, can express a specific need or recruit internally when the first benefits appear on the horizon.

Languages

English
Fluent
French
Native or bilingual
Kabyle
Native or bilingual

Workplace preferences

Can work on-site

Paris (up to 50km), Lyon (up to km), Grenoble (up to km), Nantes (up to km), Marseille (up to km)

Michelin - DOTI
On Malt
Content Strategy Consultant
January 2023 - December 2023 (1 year)
Paris, France
Content and SEO audit of B2B commercial websites (Long-distance transport, Agriculture, Urban transport)
Definition of the content strategy for the Tips and Advice section
Editorial coaching for the B2B blog "Michelin for My business"
Coaching "Lead Generation and Lead Nurturing": work on the design of landing pages for better conversion, work on the editorial approach of lead nurturing
Web Marketing Content Strategy Web Writing Branding Content Marketing Creative Editorial Strategy SEO Digital Communication Brand Content Google Analytics Content Management Marketing Communication Strategy Lead Generation Lead Nurturing
Michelin DOTI - Digital Factory
Content Strategy Consulting for Michelin B2C and B2B Experience worldwide websites
AUTOMOBILE
March 2020 - Today (6 years and 3 months)
Boulogne-Billancourt, France
This large French company recently conducted a major project to decommission its websites in order to rationalize, harmonize and secure them.

In this context, the DOTI has:
- undertook an ambitious project which was deployed on the 200 country sites of the Michelin Group
- created an internal agency and relied on a solution whose use they control from start to finish
- rationalized the management of country websites by optimizing their architecture, reduced costs by proposing a mutualized organization and harmonized the webmastering approach at Group level

In conducting the redesign of the websites, the DOTI noted the absence of a structured approach in terms of content marketing:
- Several entities within the group produce content independently of the websites and not coordinated with the DOTI or other content-producing departments,
- The organization of HR within the business lines does not allow to rely on digital managers who cannot fully grasp this subject,
- Finally, the content strategy of the websites is not clearly defined or even taken care of within a clear governance scheme.

When the brand speaks without an editorial strategy or content governance, it can in no way effectively support the customer in their journey.

This translates into:
- A de-structured communication that does not stem from an editorial vision and does not meet any concerted objective
- A direct impact on the conversion funnel of site visitors due to a lack of fine understanding of the persona typologies at different stages of the customer journey
- An absence of performance management which prevents the optimization of content, particularly with regard to SEO, and makes it difficult to acquire traffic on the site

I support the DCTI in defining and deploying the strategy and governance of editorial content for B2C and B2B country sites.

The first phase consisted of:
- carrying out an internal audit of Michelin country sites: SEO performance, quality and effectiveness of content on strategic pages
- conducting a qualitative and quantitative survey of the main employees involved
- benchmarking best practices of competitors and other high-end equipment brands

Subsequently, the mission continues around three main axes:
- Development of a governance and a target organization for the management of site content
- Definition of the editorial line and content typologies to be declined
- SEO optimization
- Deployment support
Content Marketing Brand Content Content Management Content Governance Editorial Strategy SEO Audit Google Analytics
MSD France
Content management
PHARMACEUTICALS INDUSTRY
November 2021 - January 2022 (2 months)
boulogne-billancourt
The Content team at MSD France called on me to structure and produce a Guide to Developing a Content Strategy.

This tool is intended to facilitate the sharing of good practices in content creation between the Content team at MSD France and the various stakeholders who may be involved in the brand's content production chain. In particular the marketing teams in charge of the content strategy of the various therapeutic areas.

The creation of this guide also allows the team to advance in its reflection around its mission within the company and the base of skills that it must consolidate and enrich.
Content Strategy Web Writing Content Marketing Editorial Strategy Writing SEO

Check out Katia's experience

Tiphaine

Michelin - DCEM

Reviewed on 1/15/2024

I had the pleasure of working with Katia in 2023. Katia was able to support us in our content strategy effectively and relevantly thanks to her listening skills, her enthusiasm and her agility

Delphine

Michelin - DOTI

Reviewed on 1/10/2024

Katia was on assignment for 3 years with our Digital and Marketing teams to define the Editorial Strategy for our B2C and B2B websites on a global scale. Her strengths? - quickly immerse yourself in the subjects despite their technicality - rely on Analytics and SEO data to make its recommendations - very great ease in the various exchanges, communications, interviews by adapting to the level of knowledge of its interlocutors - its communicative energy and its way of challenging diplomatically I will of course recommend working with Katia.

Show all 3 reviews