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THE PROJECT Content Marketing for Liquid Immersion Cooling Manufacturer
Project summary:
BACKGROUND
Please describe your company and your position there.
GRC designs, manufactures, installs, and maintains liquid immersion cooling solutions for the data center industry. I am the Vice President of Marketing, leading a small team.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire WriteForMe?
In order to better educate the marketplace on the benefits opf liquid immersion cooling I wanted to increase the flow of lighter weight content being authored for our blog.
Rather than focusing on highly technical content (which is typically consume by IR designers, management and staff), the goal here would be to drive awareness of the business benefits/values of our solutions that would be more of interest to the C0-suite or senior management who set policy rather than choose products and solutions.
We would then promote this content to targeted audiences in LinkedIn and other social media to increase awareness, build our following, etc.
SOLUTION
How did you select this vendor and what were the deciding factors?
I had worked briefly with WriteFor Me at a previous company and liked their approach to content development and production. When I started mapping out my content strategy for GRC after joining the company late last year, WriteFor Me came immediately to mind as a great choice to create the sort of content I was looking for.
Describe the project in detail and walk through the stages of the project.
We had a great kickoff call where I walked our Content Marketing Strategist through the basics of our products, the strategic thinking behind the effort, and the goals I am looking to achieve.
Following this discussion I added our Strategist to my weekly team discussions so we could brainstorm content ideas and set a cadence for outline delivery, reviews/edits, and publishing, with the goal being to have one article published each week.
It took about a month before we had publish-ready drafts — a perfectly reasonable amount of time for the authors to get up to speed on our technology and work with us to develop our voice for the content going forward. We are currently at almost 1 article per week, with any delays largely being due to how busy my team is, which can interfere with the review cycle.
How many resources from the vendor’s team worked with you, and what were their positions?
Our Content Marketing Strategist, Dante, and his assistant Hope.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
Over the course of the past 3 months we have seen consistent increases in our LinkedIn following and blog traffic. The content is also being received on LinkedIn, prompting good comments and conversations. This is an ongoing projects, and I expect we’ll see continued improvements along these lines going forward. The content will also be re-packaged into ebooks and other lead generation-oriented deliverables as we build up our number of articles over the coming months.
How effective was the workflow between your team and theirs?
Our workflow has been very good: clear, consistent communication with our Strategist, quick response to request for edits, changes, or rewrites.
What did you find most impressive or unique about this company?
The quality of writing is very high, and their ability to learn about and grasp new information, new solutions, and new technology and translate that into easy to digest lightweight blog content is very strong. They’re also just a pleasure to work with.
Are there any areas for improvement or something they could have done differently?
Sometimes there are a few too many versions of the same draft floating around, which can make it difficult to figure out what content needs to be reviewed, what content is a down-level version that has been rewritten or retitled, etc. However, this was only really an issue with the earliest drafts, when the writers were still learning about our products and technology.
WriteForMe has consistently increased the client’s LinkedIn following and blog traffic for the past three months. Their content on LinkedIn has also prompted good comments and conversations. Moreover, the client plans to repackage the blog articles into e-books and other marketing materials.