International Content Strategy

With innovative technology and a strong vision, EasyMile’s international marketing challenges were related to structure rather than awareness. Specifically, the content strategy issues we needed to address included: 

• Its content was scattered and siloed across diverse global markets. 
• It has a range of complex offerings in different stages of maturity across regions. 
• Its key audiences include a range of personas, such as city planners, transport authorities, and tech partners, with varied levels of tech understanding. 
• The brand needed a website optimized to drive qualified leads and establish authority while highlighting the company’s credibility, innovation, and ease of deployment. 

After a detailed analysis, we realized that EasyMile needed a clear, scalable content hierarchy that reflected its market authority and leadership and guided its prospects through the process of making a complex, high-tech decision. 

A Three-Phase Digital Marketing Strategy

In response to the above needs, Odycc workshopped a three-phase digital marketing strategy to structure EasyMile’s vision. 

Company-Customer Alignment

We clarified EasyMile’s unique value proposition. It offers a full-service, proven, end-to-end autonomous vehicle solution. No other company on the market has this type of one-stop, multi-layered business model.

However, the company needed clarity to avoid confusing different personas. We mapped each audience segment to the applicable global context. Then we explored different motivations, including sustainability and traffic management, as well as hesitations such as safety, cost, and complexity. 

Structure and Messaging Definition

We developed personas based on user journeys to outline a simplified site structure based on each persona’s entry point, including industry and region, to avoid increasing friction. The messaging zones include: 

• A homepage that establishes leadership and trust
• Solutions pages that build credibility for different audience segments 
• Case studies for validations 
• Explanatory pages to simplify concepts and reassure decision-makers

Deliverables and Strategic Blueprint

Our streamlined strategic plan included refining core messages, a clear sitemap, and creating content zones. We used templates to enable EasyMile’s marketing and development team to easily scale as the company grows. 

We set up a strong SEO foundation by implementing metadata standards and best practices and aligning all content with search intent. This strategy empowered EasyMile to lead with clarity rather than complexity. 

Strategic Recommendations 

After workshopping, Odyyc created a strategy to transform EasyMile’s website from a jumbled product-focused site to a strategic platform for global lead generation and market education. This focus was possible because we designed a clean, scalable sitemap that perfectly matched audience needs and user behaviors. EasyMile used the following deliverables to drive the next phase of its growth: 

• A user journey map that highlights pain points to inspire future content creation at all stages, from the top of the funnel through conversion
• Templates for brand-aligned case studies and regional showcases, along with solution pages
• A core messaging framework to run through all of its product offerings that focused on credibility, safety, and scalability 
• Global SEO priorities and keyword alignment strategies to create high-value content 
• Guidelines for developing a professional and reassuring voice and tone