Services
Thought leadership contentVirtual events
Research & survey reports
In a world of hyper-globalisation, it’s easier than ever for organisations to employ staff all over the globe. Taking advantage of diverse markets, lower costs and multicultural perspectives is undoubtedly a good thing for businesses. But different legislations, currencies, and cultural norms can make the payroll process considerably more complex.
CloudPay, founded in the UK in 1996, helps organisations tackle complex global payroll, treasury and on-demand pay processes to take full advantage of an international workforce. They deliver fully managed, end-to-end global solutions, backed up by their global expertise and proprietary software.
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What we did
CloudPay is one of the biggest producers of content in the payroll services industry, securing their place as a true thought leader within the space. But holding this position requires a considerable amount of content creation resource, which is not always feasible to deliver entirely in-house.
Initially, this is where we were brought in to help - producing a range of content pieces focusing on diverse themes from employee experience and inclusion, to payroll strategy. We also supported the internal team by helping them define a content strategy and undertook audience research to understand which themes would work best, ultimately proposing content which we knew would resonate, and also align with their business strategy.
An example of this is the production of over thirty country guides detailing how to manage payroll all around the world - which tapped directly into the global nature of the audience and their information needs. This was a huge success, driving large amounts of organic search traffic to their site.
With the content programme running smoothly, we were also tasked with increasing the performance of CloudPay’s social platforms. We started by conducting a social media audit to identify the opportunities for greater performance. This resulted in several key recommendations, including the idea to better utilise employee advocacy, rather than rely on the corporate feed. To get the employee advocacy programme up and running, we produced 50 social posts per month and handed them over to internal team members to post on their own profiles. This saw a big increase in traffic, and helped deliver greater on-platform engagement which positioned CloudPay’s staff as experts in their own right.
When the COVID-19 pandemic struck, CloudPay also turned to us to virtualise their annual Service Partner Convention, which could no longer be held in person. Having run several successful virtual events before, we were well placed to support the event, which spanned over two weeks and had over 32 sessions. We built the event platform and website, trained staff on how to use it, and delivered on-day technical support to ensure everything ran smoothly. Building on the success of the first event, ROMI also helped CloudPay hold their second completely virtual Service Partner Convention - which also unfortunately could not take place in person.
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We produced blog content for CloudPay's website - along with social posts for their internal teams to post on their profiles broadcasting the content.
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The content we created for CloudPay ranged from blogs tackling current payroll industry topics, to country guides exploring how to operate payroll in locations across the world.
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This content positioned CloudPay as experts in the payroll services field. Then, the social posts both encouraged traffic to their content, and positioned Cloudpay employees as industry experts too.
Messaging, buyer enablement, nurturing and content for a disruptive connectivity company
