mmhmm Content Strategy
From stabs in the dark to a comprehensive approach
For:
mmhmm via All Turtles
2025
In my time embedded with the marketing team at mmhmm, I noticed a hole in the company’s content strategy: they were producing solid content in their blog, YouTube channel, and social media, but these pieces of content tended to be one-offs, existing in isolation. They rarely connected with each other and quickly vanished from view. We were missing an opportunity to weave a bigger story.
I proposed a new content strategy organized around relevant monthly themes, which could be used to drive unified campaigns across all of mmhmm’s channels. Coining an acronym, my goal was to make all of our content RUDE — Relevant. Useful. Delightful. Engrossing.
For each theme, we created content meant to address every stage of the customer journey, mixing thought leadership, product marketing, and influencer content. A central landing page would anchor the theme, creating a permanent destination for backlinks.
This unified content approach was designed to create more opportunities for discovery and organic traffic, reinforce our brand message and point of view, and move our content from ephemeral one-offs to lasting strategic assets.
Project Team
Creative Direction, Content Strategy, Copywriting, Editing — Forrest Bryant
Visual Design — Christina King
Illustration — Carlos Rocafort
Video Strategy & Production — Mary Pendleton
Blog Content — Ganda Suthivarikom, David Perez, Vicky Sidler, Ellen Jones
