{"id":250673,"date":"2025-05-21T15:50:16","date_gmt":"2025-05-21T15:50:16","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/the-story-of-zenith-internationals-award-winning-year-the-cma\/"},"modified":"2025-05-21T15:50:16","modified_gmt":"2025-05-21T15:50:16","slug":"the-story-of-zenith-internationals-award-winning-year-the-cma","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=250673","title":{"rendered":"The Story of Zenith International’s Award-Winning Year \u2014 The CMA"},"content":{"rendered":"


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We spoke to the team to find out how they\u2019ve evolved to meet new demands and what comes next for this ambitious and fast-growing group.<\/h4>\n

Your content team has grown from five to 23 members in just a year. What strategies helped you scale successfully while maintaining quality?<\/strong><\/p>\n

Maintaining quality in a scaling team really comes down to one thing \u2013 training. We have a rigorous training plan from day one for new recruits. Much of it centres around \u201cThe Golden Paths\u201d (our Business Director is a huge Dune fan, don\u2019t ask!), which is essentially a master document of training split into our core focus topics of copywriting, digital PR, content strategy, technical SEO knowledge and soft skills. This, alongside regular in-person and on-the-job training, means we\u2019re always focusing on upskilling to support our work.<\/p>\n

How do you balance rapid growth with keeping a close-knit, collaborative culture?<\/strong><\/p>\n

Culture has always been at the heart of everything we do, and we knew that we wanted to keep the friendliness, care, and small team feel even as our numbers grew. This involved making a few natural touchpoints more procedural. <\/p>\n

We settled on a weekly meeting every Monday where we catch up, review tasks for the week ahead and do an emotional check-in with the team, where they\u2019re encouraged to name their emotional state by colour (red, amber or green). <\/p>\n

We encourage team members to be as open as possible, creating an honest and judgment-free atmosphere in the team. Making time for moments to come together and collaborate across client teams has meant that even with rapid growth, we\u2019re still that small team that knows and takes care of each other.<\/p>\n

With projects spanning 85 territories, how do you manage the complexity of global content creation and localisation?<\/strong><\/p>\n

As part of Zenith International, connecting the dots for global companies and working across many local markets (with very different requirements) is something we do every day. <\/p>\n

While we deliver bespoke solutions for each client, there are a few things we recycle. The cornerstone of this is performing truly global keyword research at scale, which we do with the help of a proprietary Publicis tech called Intent Based Planning<\/strong><\/span><\/a> (IBP for short). IBP allows us to deliver multi-market, multi-language keyword research at scale in a cost-effective manner. We use IBP to do everything, from delivering market-specific insights to producing global content calendars to local content production. <\/p>\n

Like most other teams, we can\u2019t escape AI. So, we embrace it. We find that one of the best ways to use AI is to extensively QA work. We work with clients in highly regulated industries, such as medical and alcohol, which are subject to strict, market-specific rules. By using AI \u2013 and the right prompt \u2013 we can check whether content will be flagged by a regulating body in the local market, all from our central London office (and it takes about 30 seconds). <\/p>\n

You\u2019ve built a strong team culture with initiatives like International Women\u2019s Day and Pride panels. How important is this to your overall success?<\/strong><\/p>\n

The success of our team is built on its diversity \u2013 something we\u2019re incredibly proud of. It reflects a culture that supports every team member, regardless of gender or sexual identity, race, neurodiversity and more. But it goes beyond hiring practices, management and wider culture initiatives like panels. We\u2019ve also benefited from amazing sessions led by team members who\u2019ve shared personal insights and training based on their own experiences with mental illness and disability. <\/p>\n

We know that diverse teams are 87% better at making decisions and deliver 60% better results<\/strong><\/span><\/a>. Especially in content marketing, it\u2019s important to remember that the audiences our clients want to target are a diverse bunch, so the more our team reflects the reality of the population, the more accessible our content will be! <\/p>\n

Retaining talent during a period of rapid expansion can be challenging. What has been the key to keeping your team engaged and motivated?<\/strong><\/p>\n

We\u2019re very proud that out of the few people who have left the team, it\u2019s been for exciting reasons like travelling the world or embarking on a master\u2019s degree! We\u2019ve kept the team engaged and motivated by looking after them, whether it’s by keeping a close eye on progression and offering training opportunities or just being unapologetically honest during challenging conversations. It\u2019s important to listen to the team, get feedback, make changes and try again, nip any problems in the bud as soon as they happen and keep the dialogue as open as possible. <\/p>\n

What\u2019s the biggest challenge your team has faced in the past year, and how did you overcome it?<\/strong><\/p>\n

We\u2019re a content production team, so one of the biggest challenges we\u2019ve faced is the emergence of AI and copy generation tools. Clients see flashy demos from tech companies and think they can replace us, but the truth is often extremely different. <\/p>\n

We\u2019ve learned we cannot fight the tidal wave of AI, but instead we need to swim with the current. Approaching conversations around copy quality, tone of voice adherence, legal restrictions, and human oversight with humility and an open mind is key. <\/p>\n

How has your agency\u2019s approach to content marketing evolved to meet changing industry demands?<\/strong><\/p>\n

Clients want a one-stop shop for their content needs, so we\u2019ve built our team around that. We have an in-house designer who helps create bespoke imagery to accompany our content, and we expanded our Digital PR function to help clients with link building. These two practices fold into our content marketing team to ensure the tone of voice is never compromised and that everything is aligned under one strategy. <\/p>\n

We\u2019ve invested heavily in tech, from developing proprietary tools to help us achieve global keyword research, streamline forecasting and automate amending content against client requirements. <\/p>\n

We\u2019re also integrating AI into workflows for efficiency. We aim to empower our people to do their best work by streamlining processes to make room for greater creativity and a human touch. <\/p>\n

What\u2019s one piece of advice you\u2019d give to agencies looking to scale their content marketing teams?<\/strong><\/p>\n

As AI continues to evolve, take a look at the time-heavy, admin-based or data-based tasks your team is doing and see how to automate them. <\/p>\n

A machine shouldn\u2019t replace someone\u2019s innovative or creative spirit \u2013 it should free them from the manual, repetitive data crunching tasks that consume too much time. Using AI to automate our keyword research was a huge time saver for the team, and it allowed us to manipulate the data in ways that a human could not have done. But this also freed up the team\u2019s time to get to know the client, understand their needs and create more of a human connection. A win-win all around. <\/p>\n

Looking ahead, what are your key priorities for the next 12 months?<\/strong><\/p>\n

We\u2019re focusing on delivering outstanding work for both the new clients we\u2019re onboarding this year and our long-standing brand partners. With five new members joining us this month\u2014and more growth ahead\u2014we’re excited for what\u2019s to come, including (hopefully) a few more award wins. Watch this space.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

We spoke to the team to find out how they\u2019ve evolved to meet new demands and what comes next for this ambitious and fast-growing group. Your content team has grown from five to 23 members in just a year. What strategies helped you scale successfully while maintaining quality? 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