CASE STUDY:
Website, brand & content strategy for a parent support consultant & speaker
From CONTENT CONFUSION to a CLEAR MARKETING ECOSYSTEM
Hannah Porteous-Butler, founder of The People Practice Group, originally came to me looking for help with her content marketing.
Hannah is a parent support coach and keynote speaker who was transitioning from working directly with parents in a B2C style framework, to working B2B with companies, in particular HR teams, to support their working parents.
She knew it was important to have a presence on LinkedIn, but it felt harder than she wanted it to — always scrambling for ideas and second-guessing what to say. And she wanted better results for her efforts.
But she didn’t know where to begin. She didn’t want to completely outsource, but she needed a better approach.
LinkedIn was definitely the right place to reach her two key audiences — primarily, HR leaders, and secondarily, the parents that would benefit from their companies hiring Hannah.
The question was how to use LinkedIn in a way that felt a bit easier and more worthwhile — more sustainable and more effective.
We started with a structured 6-week programme of “Done-With-You” content marketing education, strategy and coached writing/creation. This was a solid step in the right direction and helped her gain more clarity on what she was posting each week. She was learning how to come up with more ideas and write in a more compelling way.
What she really needed to do was decide, fundamentally, what she truly wanted to say.
Ultimately, what became clear is that Hannah needed a deep dive on her messaging to establish a robust foundation that would help her content — and her work — have the impact she wanted it to.
She could see the potential ripple effect this would have — from suggesting a more compelling framework for presenting her offers to building a better platform for securing speaking engagements.
That clarity was the key to getting more of the kind of clients she really wanted.
So a Brand SourceBook was the right next step.
As Hannah’s anchor positioning statement,
we drew a firm, opinionated line in sand:
“PARENTING IS A SUPERPOWER.”
When a person becomes a parent, many workplaces worry about how it will affect their performance. In fact, both science and lived experience show performance improves, with the right support and scaffolding in place.
Neuroscience shows that caregiving environments actually boost executive function, meaning skills like decision-making, emotional regulation, and cognitive flexibility improve.
And parents are often top talent and experienced leaders with the wisdom and perspective of years invested in their career.
The “Parenting is a Superpower” positioning elevates the conversation and speaks to both audiences.
It gives companies a real business case for investing in Hannah. And it reinforces to working parents that they deserve to receive support.
This direction aligns perfectly with Hannah’s distinctive perspective, personality and tone of voice.
And, it creates a strong spine along which to build the rest of her key messages and proof points.
It’s not just about ticking compliance boxes, or being the right thing to do. Supporting expectant, new and seasoned working parents is one of the smartest moves a business can make.
Highlights of Hannah’s Brand SourceBook:
Context, proof points and key messages supporting Hannah’s brand positioning
How Hannah’s work compares to alternatives (and objections) HR teams might consider
The specifics of how Hannah should talk about her work, including a custom hybrid archetype that captures her brand personality and brand voice
Implications for the rest of Hannah’s marketing ecosystem, such as content pillars, marketing strategy and sales brochures.
The “PARENTING IS A SUPERPOWER” ethos
shows up everywhere in Hannah’s work now —
from her updated website
and sales materials, to a speaker page
with related highlights and inspired topics,
to the T-shirt Hannah wears
when she speaks at events and presents at workshops.
“It all goes back to my messaging.
Now that that’s clearer, it’s easier to reach my audience, talk to potential clients, and keep showing up for my business in a way that feels aligned with my values.”
— HANNAH PORTEOUS-BUTLER,
PARENT SUPPORT CONSULTANT & SPEAKER —
After developing Hannah’s Brand SourceBook it was clear how Hannah’s website could be serving her business better.
Her existing visual branding still felt aligned, so we kept that — and completely updated the website copy, structure and page layouts.
Hannah even had new brand photos taken which capture her energy perfectly.
The new website leads with Hannah’s distinctive point of view and puts the benefits of supporting working parents front and centre.
Her about page tells a compelling story about why she does this work, her offers are clearly structured, and the resources page shares useful tools for her ideal clients.
In addition, Hannah’s speaker page supports one of her main business goals — to speak on more stages and share her message with more people.