RIC builds a trusted voice and a stronger business with content by Scribe National
Rebecca Innes Consulting is a Canmore, Alberta-based firm that helps communities and businesses prepare for and recover from disasters. Rebecca Innes founded the disaster and emergency management company in 2019 with a clear mission and a human-centered approach.
“Our goal is to build more resilient and equitable communities and companies,” Rebecca says. “We work to understand their individual needs while weaving in bigger picture solutions.”
In the beginning, Rebecca worked as a solopreneur, but she quickly realized she wanted to build a company with a team. Today, RIC is a strong team of five, including Rebecca.
“Having this support has given me a lot of time to think more strategically about the company and where I want to go with it,” she says.
As part of RIC’s growth and Rebecca’s focus on strategy, she began to see a need for clear, consistent brand messaging. She also wanted to build a strong online presence that reflected her firm’s expertise and values.
In this story, you’ll learn how RIC worked with our B2B content writing agency on its entire marketing ecosystem — from brand messaging to marketing strategy and execution via long-form content.
“Scribe National welcomed my feedback and wanted to grasp the rationale behind it to make sure the content was genuine and relevant, and in my tone of voice. Some companies only care about landing your business, but that’s not the case with Scribe.”
— Rebecca Innes, Founder & Principal Consultant, Rebecca Innes Consulting
key highlights
40% increase in website traffic, thanks in part to blog posts written by Scribe National
Three multi-year projects landed with the help of content written by Scribe National
74% increase in social media followers since sharing original content
Stronger brand awareness built through brand messaging and content marketing
a vision for thought leadership met with limited time
Rebecca knew she wanted to position RIC as a thought leader in the emergency management space.
“I think sharing a different perspective in the industry is extremely valuable,” she says. “People get stuck in their boxes and it’s helpful for them to see how others are thinking about and articulating ideas.”
She also had her sights set on building brand awareness and improving the RIC website’s search engine optimization to increase traffic.
However, time constraints were a challenge. Rebecca simply didn’t have enough hours in the day to create the content she needed to position RIC as an expert resource with a unique viewpoint.
“I also had limited experience in marketing and content writing,” Rebecca adds. “While I knew I could write, my skills are more on the academic side.”
With a bit of budget set aside, Rebecca began looking for a B2B content marketing partner that was aligned with her values.
“I did a lot of research between websites and case studies,” she says. “I was looking for a content agency with an authentic and personable approach. I didn’t want a cookie-cutter service where the content wouldn’t really meet what I needed.”
Rebecca was introduced to Scribe National founder Afton Brazzoni at a virtual event hosted by a mutual connection. They hit it off right away.
“I'm big on relationships and trust,” Rebecca says. “It was nice having met Afton and getting to know her so that I could understand Scribe’s business.”
Ultimately, the two companies’ shared approach to storytelling and emphasis on human connection helped Rebecca make her choice.
“I liked that the Scribe team had a genuine passion for writing and helping businesses tell their stories with an authentic voice,” she says. “I’m also big on supporting women-founded and owned businesses.”
a connection built on shared values and authentic storytelling
“My target audience needs accurate, timely information. The content from Scribe National provides them with information on how to better prepare for and recover from a disaster.”
— Rebecca Innes, Founder & Principal Consultant, Rebecca Innes Consulting
turning strategy into action through collaboration and consistency
RIC worked with Scribe National to develop brand messaging and a content marketing strategy. After those foundational projects, the firm hired Scribe to execute on the strategy through long-form content creation of case studies, blog posts and a white paper.
“The onboarding and brand discovery process was thorough, and it made me think about our target audiences and brand voice and tone more specifically,” Rebecca says. “That was really helpful.”
The content marketing strategy enabled RIC to tie its marketing activities to broader business goals, and map out its content plan for the next six months. And with Scribe National taking care of monthly content writing, the transition from planning to action was seamless.
Ongoing communication was a key highlight for Rebecca throughout the content creation process. “It was nice to bounce ideas off of the Scribe team to figure out how to make the content topics applicable to my audience, while also understanding keywords and the SEO component,” she says.
“I liked that there was always a check-in point. I’ve found that some service providers don’t have that. I appreciated being able to send an email and have my questions answered in a reasonable timeframe.”
The content marketing agency’s collaborative editing system was helpful, too. “Scribe welcomed my feedback and wanted to grasp the rationale behind it to make sure the content was genuine and relevant, and in my tone of voice,” Rebecca says. “Some companies only care about landing your business, but that’s not the case with Scribe.”
content that builds trust, drives growth and frees up the founder
Having a seasoned content marketing partner has given Rebecca time to shift her focus from day-to-day service delivery to high-level growth strategy for RIC.
“It allows me to take a step back and actually work on the business rather than in the business, which is huge,” she says.
The impact of the work has been both immediate and long-term. On a measurable level, the content has helped RIC achieve:
40% increase in website traffic, thanks in part to blog posts written by Scribe National
Three multi-year projects landed with the help of content written by Scribe National
74% increase in social media followers since sharing original content
Stronger brand awareness built through brand messaging and content marketing
Rebecca also saw the internal benefits of having consistent, professional brand messaging. “Now, our team can all speak the same language when we're interacting with clients,” she says.
In addition, Rebecca continues to use the brand messaging everywhere from her social platforms to media interviews.
“It’s been nice to hone in on my key messaging and use elements of that when I’m in interviews. It helps me refocus on my services in language that my target audience will understand,” she says.
For RIC’s clients — many of whom are facing high-pressure, high-stakes challenges—accessible, insightful content builds credibility and trust.
“My target audience needs accurate, timely information. The content from Scribe provides them with information on how to better prepare for and recover from a disaster,” Rebecca says. “It also demonstrates that RIC knows what we’re talking about. This is how we bolster our knowledge sharing.”
niching down, scaling up and leading with purpose
RIC is continuing to grow in an intentional way as the firm prepares to niche into the disaster recovery realm. Rebecca and her team are also building out a business resilience and recovery training program.
Through this process, Rebecca is committed to staying grounded in the company’s core purpose of building more resilient and equitable communities and organizations.
“We’re looking at new markets, innovating and building out new products—while still staying true to our mission and vision,” she says.
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