Content & Thought Leadership Case Study
Conekta is a company based in The Woodlands, Texas, specializing in the energy and commodities markets, with a presence across multiple regions including Latin America, Europe, and Asia.
When they began working with Carrot IBC, the company was in an early stage of growth, so we started by developing their branding and establishing a visual direction.
A year later, the idea emerged to develop a newsletter that could transform market insights into content capable of positioning Conekta as a trusted industry reference.
main goal
Position Conekta as a trusted industry reference through a content platform built around a newsletter and social media content.
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LinkedIn content adapted from newsletter insights to extend visibility beyond email distribution.
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THE results
A fully responsive website with improved UX and UI.
60%+ of traffic coming from organic search, indicating strong visibility.
2m 24s average session duration, reflecting solid engagement.
Consistent inbound inquiries from qualified prospects via contact forms.
03
Execution
After research and planning, execution came. Finally, this is what we worked on:
A branded newsletter template aligned with the visual direction previously developed for Global Pulse.
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THE results
85.2% Increase in Content Visibility
6,670 LinkedIn Impressions
5,611 Emails Delivered
01
Audit & Research
Before developing the content strategy, we analyzed how companies within the energy and commodities industry were using newsletters and LinkedIn to position themselves in the market.
The research focused on:
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Competitor communication styles
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Newsletter structure and recurring sections
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Voice and tone across industry content
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Thought leadership positioning opportunities
Findings
Much of the communication within the industry still relied on long reports or corporate content with little personality.
Global Pulse needed to feel more like a recurring source of market information than a promotional newsletter.
Conekta already had constant access to information coming from different global markets through its network of traders. We identified an opportunity to turn those insights into useful content for professionals making decisions related to pricing, supply, and negotiation.
The Integrated System for Conekta
Branding
Developed to establish a strong and recognizable presence during Conekta’s early stage of growth.
We created the original branding system and later developed a brand refresh that refined the company’s visual direction as the business continued evolving.
Social Media Content
Using the branding as a foundation, we developed a website that helped present the business with a more modern and structured experience.
Website
Focused on turning weekly market updates into consistent industry content.
Additional LinkedIn content included team meetings, industry events, and on site moments related to Conekta’s daily operations.
Go To Market
Developed to help Conekta reach the right audience with a clearer and more consistent message.
02
Planning
Once the research was complete, we began defining the project objectives.
Define the structure, recurring sections, and overall content direction for the newsletter and social media content
Receive weekly market updates every Monday from North America, LATAM, Europe, and Asia
Develop the branding and visual direction for Global Pulse as a recurring industry content platform.
Weekly newsletter development based on market updates shared by the Conekta team from North America, LATAM, Europe, and Asia.