Law Firm Case Study
The Blog project with a US based Law firm involved creating blog posts on medico-legal, consumer frauds and a variety of legal issues, for the legal consultancy providers to help them attract readers into seeking legal consultation from them in the matters pertaining:
- product liability,
- workplace injury and abuse,
- consumer fraud,
- dangerous drugs,
- medical malpractice,
- asbestos disease,
- mesothelioma,
- nursing home abuse
- other forms of injuries
The project involved not just rewriting the news items to fit the blog style of writing but also the required research to look for the right statistics from authentic sources such as government bodies. The links provided for the purpose were sometimes too legal worded to be understood, which meant more research to ensure that nothing gets mentioned in the wrong light.
The project team at Ascezen consisted of three writers and two editors responsible to turn out medico legal news items into blog posts while strictly adhering to client guidelines of the do’s and don’ts. The team had to follow the standard AP Stylebook while writing and use US English spellings and style of writing. The links to these news items from credible sources such as government agencies to the likes of FDA, CDC, and CPSC and news agencies such as Reuters, New York Times, MedPage Today, Bloomberg, Washington Post, Science Daily, Huffington Post, to name a few were provided to the team by the client along with a small blurb of the essential points that necessarily needed to be covered in the blog posts.
The quality check at the client end was stringent and even slightest didn’t go unnoticed. The feedback was given through edited documents and discussions over video calls.
The work coordination, assigning task and their tracking was made easier with the help of a project management tool, Asana that helped to do away with the hassle of sending and receiving articles through emails.
Challenges:
Ascezen team had to quickly understand:
- the US legal framework and how it works
- US Cultural sensitivity
- Ensuring styleguide adherence in a short span
Achievement:
Ascezen team started delivering expected quality within a month and the project went on for 11 months. The team delivered roughly 4000 articles in this period.
Case Study 2: Parenting Website
A Bangalore-based Digital Marketing agency wanted to launch a parenting portal. They entrusted Ascezen with the task of providing articles for the website targeting new parents or soon-to-be parents. The parenting articles had to be focused on the following stages:
- preconception
- stages of development after conception
- new born care
- growth and development of the child
- child’s healthcare
- food and nutrition
- school goers
- teenagers
Challenges:
There was no SME support from the client. The team at Ascezen had to research the domain and come up with a plan, categories, sub-categories and the list of articles before proceeding to content creation.
The client wanted to have some personal accounts from some parents, which were at times biased towards personal preferences. Such articles needed sanity check and had to be neutralized for general acceptance.
The time duration was too short to provide in-depth, original and perfectly-edited articles.
Achievements:
Ascezen delivered more than 250 articles in a little more than 2 months. The team comprised three writers and one editor for the project.
Case Study 3: Content Revamp for corporate website of an IT Services company
A Pune-based IT services that has been into business for more than 7 years chose Ascezen to give a comprehensive content revamp to its corporate website. The challenge was to create the content from scratch, without referring to existing content. The client didn’t want any resemblance to their old and stale website.
Ascezen assigned a writer and a shared editor for the project. The team started with the information gathering for the pages listed in the provided sitemap.
The next step was conducting competitor analysis based on client inputs. It helped in setting high benchmarks and making the site ready for giving a good competition.
Subsequently, the content drafts were created, edited, sent for client reviews, and finally updated with incorporation of client feedback. The client used basecamp.com to manage the tasks.
Challenges:
The client wanted completely fresh content and the writer was only provided with the keywords for services and list of competitors. The writer had to visualize and create fresh content and then send it for review for client approval.
Some of the keywords were related with new technologies and the writer had to go in for extensive research before starting to write.
Achievement:
In about 60 working days, the writer produced more than 40 pages that earned client satisfaction. Only 5-6 topics required 30-40 percent editing while the remaining pages were either approved in the first draft or has minor suggestions.
The company received a note of appreciation over an email from the client saying that he was happy to pay for the work.
