It's tricky to develop the best possible content strategy. Getting the attention of heads of department is a real challenge. Modernweb was struggling with this, and went to Grow & Convert in search of a breakthrough. Modernweb connects businesses with top software development talent.
At first glance, their content was far too technical. They were attracting other developers, but not the department decision makers. Grow & Convert proposed an approach that focussed the content on the customer you want to reach.
Step 1: User Research
The process began with identifying past clients and the types of projects required. Grow & Convert found that decision makers often have little to no coding experience. As a result, there was a communication barrier in the language they were using. The content strategy was shifted to target executives within technology companies.
Step 2: Pain Points
The next step was understanding the difficulties these execs face, so that Modernweb could approach them with a solution. The issues identified included:
- Sourcing & retaining the best talent.
- Getting executives & boards to opt in.
- Staying ahead of the curve with technology.
- Understanding the risks of changes.
- Benchmarking against competitor's strategies.
Step 3: Develop Content Strategy
Grow & Convert have seen success with creating original content, instead of repeating what is already available. The decision was made to tell stories that are relevant to the industry. Decision makers are motivated to learn about the decisions other companies are making. Playing on that interest is a great way to get their attention.
Step 4: Spreading the Word
Research was conducted to find the community members most likely to share Modernweb's content, and searching for influencers to assist in the process. Embracing these new tactics led to over 9,500 unique page views, with each user spending more than 9 minutes on the page.
Grow & Convert follow the usual tactics of promoting articles on social media, but take it a step further. They approach online communities and publications that tech executives might visit. Pre-promotion is an important part of the process and includes joining Facebook, LinkedIn, and Google+ groups, and collecting press contacts. These journalists and publications received pitches and descriptions that match the social media presence.