CTC Global
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Role: Content Development & Social Strategy
Developed a new social media strategy to increase engagement and transition the brand from purely promotional posts to a diverse content mix that reflects the updated branding and message.
Strategy & Planning: Created a comprehensive social media brand guide and content objectives while implementing a social calendar to ensure consistent posting and content variety.
Content Development: Wrote and oversaw all content development, the creative calendar, and the agency’s content output to ensure alignment with brand goals.
Creative Direction: Designed a new suite of social media templates to replace old visuals with high-impact assets that align with the updated brand identity.
Copywriting & Positioning: Managed all social copywriting and editing, focusing on content that addresses industry pain points to position the brand as a thought leader.
Content Before & After
CTC Global’s previous social media content was highly promotional, feature-heavy, and lacked visual cohesion. To improve engagement, I shifted the overarching writing style away from direct product pitching about the company and its products.
Instead, I introduced value-first, educational storytelling tailored specifically to what utility executives and engineering teams care about—including product differentiation, cost comparisons, real-world projects, and technical comparisons.
Old Approach
Company-Centric Messaging
Content was primarily focused on standard product features and direct promotional updates about the organization.
General Content Sharing
Industry reports and blog updates were regularly shared, though often without specific context or highlighted takeaways for easy consumption. Content was published frequently, but without a unified strategic framework.
Visual Formatting and Structure
The overall presentation lacked a consistent, engaging visual identity, and information was not always structured for skimmability. Additionally, there was limited variety in the types of content shared, along with few clear direct calls to action.
Post Copy: Did you realize how many transmission planners and engineers are selecting the ACCC Conductor to mitigate sag violations, increase line capacity and improve efficiency and reliability? At any given time there are more than 50 active ACCC Installations
Post Copy: Did you realize how many transmission planners and engineers are selecting the ACCC Conductor to mitigate sag violations, increase line capacity and improve efficiency and reliability? At any given time there are more than 50 active ACCC Installations
Post Copy: If you are interested in #electric #transmission, #decarbonization and #grid #reliability and #resilience, please check out the latest ACCC Conductor project update (as of today)... CTC Global is not just talking the talk, we are walking it.
Post Copy: If you are interested in #electric #transmission, #decarbonization and #grid #reliability and #resilience, please check out the latest ACCC Conductor project update (as of today)... CTC Global is not just talking the talk, we are walking it.
Post Copy: Please take a moment to download a copy of the highly informative paper that describes the numerous benefits of Advanced Reconductoring.
Post Copy: Please take a moment to download a copy of the highly informative paper that describes the numerous benefits of Advanced Reconductoring.
New Approach
Value-Demonstration and Industry Context
Rather than relying on promotional text, the writing focuses on demonstrating product value through multiple angles. Content now leads with the specific industry challenges, cost differences, and technical comparisons that utility executives and engineers prioritize.
Real-World and Operational Insights
The strategy shifted toward showcasing real-world projects and providing behind-the-scenes insights into product quality, moving away from an over-reliance on standalone project numbers.
Consistent Visuals and Clear Messaging
Visuals were updated to maintain a consistent brand identity, featuring bold metrics and upfront value propositions that make the key takeaways immediately digestible for the reader.
Post Copy: ⚡ What if power lines could carry more energy without getting heavier — and improve long-term reliability?
Here’s how carbon fiber and OCF fiberglass come together to form the ACCC® Conductor’s carbon fiber composite core to do exactly that—and the impact these advanced materials have on grid performance:
-Higher Ampacity & Maximized Efficiency: Strong, low-sag core allows 30% more aluminum without added weight, increasing ampacity and energy efficiency.
-Improved Structural Integrity & Thermal/Mechanical Stability: Fiberglass encases the carbon core, enhancing flexibility, impact resistance, bending performance, and maintaining strength at high temperatures while reducing sag.
-Enhanced Durability & Corrosion Resistance: Protects against galvanic corrosion, vibration fatigue, and chemical degradation for long-term reliability.
The result? A grid that performs better, day in and day out, ready to meet the evolving energy demands of a modern grid.
Key Results
100%+
Increase in followers on LinkedIn compared to previous year
34%+
YOY Increase web traffic from Organic Social
74%+
YOY Increase in Average Engagement Rate
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