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Boosting engagement and efficiency for organic social channels

Situation

The AWS Marketplace team faced a classic challenge to scale: too many contributors, too little cohesion.

With multiple product teams creating content independently, their social media efforts lacked alignment, efficiency, and impact. They needed to:

Unify messaging across stakeholders and product categories.
Increase visibility on key platforms—LinkedIn and X (formerly Twitter).
Simplify execution to reduce manual lift while boosting consistency.

The insight

The problem wasn’t just volume—it was orchestration. We saw an opportunity to centralize the strategy without sacrificing flexibility for individual teams. The key? A repeatable editorial system that empowered contributors while aligning them around shared goals.

Solution

Knack conducted a full social audit, then built a streamlined, scalable content framework to support cross-team collaboration and measurable engagement growth.

Key elements included:

Centralized editorial strategy: A long-term calendar aligned content themes, business goals, and messaging across product teams.
Optimized cadence: Increased X post frequency from ~20/month to up to 3x/day and implemented daily posting on LinkedIn.
Modular content templates: Designed reusable formats to simplify creation and maintain brand consistency.
Stakeholder enablement: Delivered pre-approved creative and content bundles for easy publishing.
Analytics and feedback loop: Established regular performance tracking to refine approach based on real data.

By implementing a structured, scalable approach to social content, Knack helped AWS Marketplace eliminate inefficiencies while empowering individual product teams to meet their unique marketing objectives.