Creative Brief

• Project Title: Behind the Frontline Podcast — Strategy & Positioning

• Client: Frontline Training Solutions

• Creative Director: Nic Dampier

• Format: Podcast (Audio/Video)

• Objective: Position Behind the Frontline as a trusted thought leadership platform that anticipates workplace challenges, builds audience trust, and boosts organic visibility through SEO-aligned, value-driven content.

Project Overview

• Behind the Frontline is not just a podcast, it’s a strategic extension of our mission to build thriving organizations where everyone matters. Designed as an accessible, human-centered platform, the podcast answers the most pressing workplace questions before clients even ask them. By tapping into real conversations, industry insights, and expert voices, the show showcases our authority, generosity, and ability to guide leaders through complex workforce challenges.

Purpose & Goals

• Increase SEO performance by aligning episode content with high-intent, workplace-related keyword searches

• Position Frontline Training Solutions as a thought leader by being experts on emerging leadership, culture, and team challenges

• Build trust through strategic generosity by giving away insight-rich, actionable content without expectation of return

• Drive lead generation by increasing website traffic and content engagement across organic channels

Target Audience

• HR leaders and decision-makers in mid-sized to large organizations across North America

• Business owners and executives seeking leadership development, culture improvement, or employee engagement solutions

• Learning & Development professionals looking for relevant, credible training partners

• Team managers and new leaders navigating modern workforce challenges

Core Messaging

• We see what you're facing, because we're in it too.

• We don’t gatekeep our expertise. We give it away to help you grow.

• We're here to make the workplace better, not just for your business, but for your people.

• When you're ready for deeper support, we're already a trusted voice in your corner.

Content Strategy

• SEO-Driven Episodes:
  Each episode answers a real question decision-makers are typing into search engines. Topics are selected based on keyword research and client feedback. Example themes:

  • “How do I improve leadership accountability?”

  • “How can I reduce employee burnout?”

  • “What makes a healthy organizational culture?”

• Timeless + Timely:
  Balance evergreen workplace topics with trend-sensitive episodes tied to seasonal issues (e.g., post-election workforce planning, return-to-office transitions, generational shifts).

• Expert-Focused & Relatable:
  Thought leaders from our team and guest experts share stories, strategies, and solutions—grounded in both research and lived experience.

• Multi-Channel Visibility:
  Each episode is distributed via podcast platforms, YouTube, LinkedIn, email, and embedded in related blog posts and service pages to maximize organic search visibility.

Tone & Voice

• Warm, curious, and conversational

• Insightful but jargon-free

• Empathetic and real—never corporate-sounding

• Professional but approachable

Deliverables

• Branded podcast audio/video episodes

• SEO-optimized show notes and meta descriptions

• LinkedIn and email content for each episode

• Integrated blog post and landing page

• Podcast guest assets (promo graphics, quotes, clips)

Success Metrics

• Increase in organic traffic to frontlineon.com

• Growth in podcast downloads/views and episode completion rates

• Inbound leads citing podcast as a discovery or trust factor

• Backlinks from external blogs citing podcast insights

• Higher engagement on social posts linked to episodes

Why It Matters

• In a noisy digital world, trust is built before a contact form is filled out. By giving away insight-rich conversations, Behind the Frontline becomes a lighthouse for leaders navigating the rough waters of modern work. It’s not just content. It’s credibility, compassion, and connection on purpose.