Re-thinking content marketing

The platform is based around the principle of getting rid of annoying gated content. The team wanted a platform that could directly connect content consumers with B2B resources that would be relevant to them without filling out forms with all their information. But they had a problem: this would only benefit the consumers.

Those on the other end of the platform, the brands and companies producing this content, still had to gain insights and generate leads from people accessing their content. Without the contact information and data on the people reading and watching their content, there is very little value for them.

Our solution was to create a feature that would allow users to choose their own level of engagement. This meant that consumers could decide, when accessing a piece of content on The Juice, if they wanted to remain anonymous, or if they would be open to outreach.

With this structure in place, consumers can freely access content without filling out multiple forms, and brands can still receive valuable insights and traffic from hosting their content on The Juice.

I designed an entire content library that would become more curated as the user progressed through the app. Users could set their own browsing and content access preferences to personalize what they would see in their own feeds. In addition to curated content, we created extensive searching capabilities, all while users could browse completely anonymously without fear of getting emails from sales teams.

It was just as important that we were able to deliver value to the brands and content creators involved. Using data gathered from The Juice, we could securely offer insights to brands, even for users who chose to not be anonymous. I worked on a comprehensive data table tracking content engagement and gathering information on the consumers or personas engaging with it.

Because we couldn’t always provide real information to brands, it was necessary to create “personas” of users who were consuming content on The Juice. This way, a brand could know how their content was performing while users could remain anonymous.

Customizable landing pages for brands

In addition to promoting content to larger audiences, I also created brand “home pages,” that could fully showcase a single brand’s content and information. These pages are automatically generated based on the content the team collects. A brand, business, or creator can go to The Juice to claim their page and customize it themsevles, giving them a huge source for lead generation and an opportunity to present themselves as a leading voice in their industry.