Branded content, created by journalists
If there’s anyone who knows how to create compelling content, it’s a journalist. Every day, writers, video producers, illustrators and art directors produce stories and information for readers around the world. Journalists have an acute understanding of what makes a good story, what people want and how to engage their audience. Developing high-quality content is in their DNA – and they can work quickly and efficiently, too. These are the kinds of skills needed to create needle-moving, return-generating branded content campaigns.
What we can do for you
ALLCAPS Content, created and run by experienced business and healthcare writers, editors and content creators takes a journalism-first approach to content marketing. We oversee all aspects of content strategy and development, just like an editor-in-chief in a newsroom would. Our work always ties back to your marketing objectives, but we apply journalistic principles to everything we do. That means being accurate, fact-based, ethical, well-sourced and always having the audience – your clients – in mind. Our clients are business sector companies – in the finance, investment, accounting, consulting and technology industries – and healthcare organizations and foundations.
Here’s our four-step approach to content:
1. Content Audit and Strategy
We look at the content you’re creating to see what’s working and what’s not. We’ll then create a comprehensive content strategy, in coordination with your marketing and content teams, based on your brand’s objectives.
2. Content Development
We then execute on that strategy and create content that will resonate with clients. Our team of journalists can do it all: articles, entire magazines, websites, narrative-driven annual reports, infographics, social media posts, newsletters, videos, podcasts and events.
3. Effective Distribution
Is content still content if no one sees it? We want your content to be seen (we’ve never met a journalist who doesn’t want their pieces read and shared) and we help get your story where it needs to go. To do so, we’ll leverage social media, newsletters and e-marketing campaigns, among other avenues.
4. Measuring Return
We also don’t want to create content for content’s sake – our clients have to see a benefit. That means measuring and analyzing the impact of our work, including website visits, social media mentions, increases in brand loyalty, and, ultimately, return on investment.
What we do for our clients
In 2011, ALLCAPS founder Bryan Borzykowski was asked by Bookmark Content to oversee the creation and production of a biannual lifestyle and business magazine for Investors Group’s high-net-worth clients. The Canadian financial firm wanted to build a stronger connection between its clients and advisors. That’s since evolved into an eight-article-a-month content website, newsletter development, overall content strategy and the creation of high-impact videos, infographics and podcasts.
Cision, a leading global public relations and technology firm, wanted to take a more journalistic approach to their whitepapers and blog posts. ALLCAPS worked with their head of content and social to create several pieces of long-form, journalism-style thought leadership pieces that Cision then promoted to clients and influencers in the communications industry. We’re also working on its flagship State of the Media report, an annual survey and report on how journalists interact with communications professionals.
Last year, Matchstick Inc. hired ALLCAPS to oversee GE Reports, an editorial website focused on technology, the industrial internet, healthcare and other sectors that GE operates in. We worked with the company, and GE’s public relations team, on content strategy and story ideation. We developed and published about six stories a month, which Matchstick then promoted on its various social channels. Several of our pieces broke GE Reports traffic records. ALLCAPS has also worked separately with GE Capital in both Canada and the U.S.
Over the last few years, ALLCAPS has worked with HSBC and the Globe and Mail’s Globe Content Studio to help promote the bank’s cross-border business. We’ve created a series of native stories for the Globe’s website, developed HSBC-sponsored newspaper sections and, most recently, we made Cross-Border, a magazine focused on trilateral trade that was distributed to clients and potential customers across North America. Our team also helped with strategy and ideation on these projects.
Who we are
Founder and Editorial Director
ALLCAPS Content was created by Bryan Borzykowski, an award-winning business journalist who has written for The New York Times, CNBC, CNNMoney, BBC Capital, Forbes, Canadian Business, The Globe and Mail and other leading North American publications. He’s also co-authored three personal finance books, is a regular talking head on one of Canada’s national news stations and makes frequent appearances on SiriusXM radio. He’s worked with some of the largest companies and publishers on branded content campaigns.
Glynis Ratcliffe is a long-time journalist who has written about business, climate, parenting, healthcare and more. Her work has appeared in the Washington Post, the Globe and Mail, Chatelaine and the Toronto Star, to name a few, and she's worked with numerous brands to create consumer-quality editorial-style content.
Made by Emblem / Erik Mohr, Creative Director
ALLCAPS and Made By Emblem have worked together for several years, creating eye-catching magazines, white papers and other types of stories. The two have partnered on projects for Investors Group, Globe Content Studio, KPMG and HSBC, while Made By Emblem has produced magazines for Ontario Home Builder's Association, Sobeys and Mastercard. The company's founder, Erik Mohr, has also provided art direction for EnRoute and Fashion, and has received awards from the Canadian National Magazine Foundation, the Society of Publication Designers, Art Directors Club of Canada and Magazines du Québec.
Matchstick Inc. / Patrick Thoburn, Co-founder
ALLCAPS is working with Matchstick, a Toronto-based social media agency, to provide clients with social media strategy, content distribution, social media monitoring, analytics and measurement, email deployment and other offerings. The two companies collaborated on a content website for GE, while Matchstick has also worked with Bentall Kennedy, Highland Park and Crayola.