Full-Funnel Content Marketing & Event Readiness

Full-Funnel Content Enablement for Annertech’s Public Sector Growth Strategy

A Collaborative Strategy For Streamlined Messaging & Scalable Enablement

End-to-End Content & Campaign Strategy for Annertech’s Public Sector Growth Push

Services Offered

For public sector digital agencies like Annertech, growth has often come from long-standing relationships, community reputation, and technical excellence—especially within the open-source space. However, as competition increased and marketing expectations evolved, it became clear that simply having good content wasn’t enough.

Annertech recognized the need to modernize its content operations—from blog strategy and SEO alignment to campaign collateral and event readiness. Ahead of their planned presence at DrupalCon Vienna 2025 and in tandem with new partnerships like Platform.sh, they turned to Axelerant to help unify messaging, scale repurposing, and prepare their team for consistent content performance across channels.

The Problem

Disjointed Content Strategy and Limited Internal Enablement

As Annertech scaled its presence in the public sector and prepared for DrupalCon Vienna 2025, it needed a streamlined, multi-channel content strategy that aligned with its messaging and upcoming partnerships. However, several foundational challenges limited progress.


Inconsistent Content Distribution

 

  • Lack of a Publishing Rhythm: Blog shares, promotions, and partner messages were being published without a structured calendar.

  • Underutilized Social Media: No clear cadence for sharing insights, thought leadership, or product/partnership updates.


Underleveraged Existing Content
  • Limited Repurposing: Valuable blog content and assets were not being reused effectively for sales enablement or campaign collateral.

  • Siloed Content Application: No centralized system for turning long-form content into sales, event, or brand-aligned formats.


Messaging and Alignment Gaps

  • Disparate Channel Strategies: Content across blog, social, web, and print lacked consistent tone, structure, and goal alignment.
  • Lack of Strategic SEO Alignment: Content wasn’t optimized to rank for core keywords or matched against search intent.


Internal Knowledge Gaps
  • Limited SEO Know-How: The marketing team required upskilling to effectively optimize content on their own.
  • Lack of Repurposing Frameworks: The team needed guidance on how to turn single assets into multi-channel formats.

The Solution

End-to-End Content Strategy, Asset Creation, and Team Enablement

Axelerant introduced a full-funnel content solution that integrated messaging alignment, repurposing strategy, SEO coaching, and campaign readiness for events like DrupalCon Vienna 2025.


Strategic Distribution Planning

  • Built a Unified Content Calendar: Scheduled blog shares, stat-driven awareness posts, offers, and event promos.
  • Platform.sh Partnership Highlighting: Created dedicated content to promote Annertech’s co-branded offering: “Zero lock-in, 6-month hosted expert support.”


Content Repurposing & Asset Development

  • Asset Diversification: Converted existing content into one-pagers, flyers, video loops, case study visuals, booth collateral, and interactive demos.
  • DrupalCon Readiness: Created campaign assets tailored to their Vienna 2025 event goals, ensuring consistent brand messaging across all touchpoints.


SEO and Distribution Workshops

  • SEO Workshop: Covered keyword prioritization, content optimization, and alignment with Google SERPs.
  • Content Distribution Workshop: Taught the team how to extract 5–7 derivative assets from a single blog post, tailored for different channels.


Ongoing Creative and Editorial Support

  • Content Review: Reviewed and edited content for SEO, clarity, and brand alignment.
  • Design Collaboration: Worked with Annertech’s team to develop on-brand assets for digital and print use.
  • Web Copy Refinement: Refreshed and aligned website content with strategic messaging pillars.


Creative Direction & Brand Experience

  • Website & Design System: Together with Annertech, we explored a modular “building blocks” design approach that reflected their open-source roots and flexible service model. The concept served as a shared visual language across website components and marketing materials.

  • DrupalCon Vienna Booth Strategy: We supported the team in shaping their event presence for DrupalCon Vienna, contributing to booth collateral aligned to the “building blocks” theme to reinforce brand cohesion.

  • The “Annertech Angle” Strategy: In collaboration with Annertech’s internal teams, we helped shape a comprehensive go-to-market strategy across inbound (SEO, blogs), outbound (campaign messaging), and community-driven (open-source, event participation) channels. This unified approach aimed to ensure consistency and relevance across touchpoints.

The Impact

Improved Operational Efficiency, Content Consistency, and Campaign Readiness

Annertech is now equipped with both the systems and internal skills needed to run a scalable, multi-channel content operation.

Improved Campaign Planning and Execution

  • Structured Content Calendar: Enabled timely, consistent distribution of content across platforms and formats.

  • DrupalCon Campaign Assets Delivered: Event-focused visuals, flyers, and landing page content were ready well ahead of schedule.


Maximized Content ROI

  • Repurposing Frameworks Implemented: Blogs now serve as foundational content blocks for multiple downstream uses.

  • Sales Enablement Aligned: Assets created support both demand generation and mid-funnel conversion conversations.


Internal Team Empowerment

 

  • SEO & Distribution Confidence Built: Workshops equipped the team to independently optimize and distribute content.

  • Cross-Functional Collaboration Enabled: Internal marketing, sales, and leadership teams aligned on content messaging and use.