In the highly competitive industry of retail management software, Smartwerks in-house marketing department needed to increase their online visibility. 613Creative provided a cost-effective writing and editing resource through the following services:
- Press releases
- Case studies
Within six months, Smartwerks went from page 10 to the second page for target keyword search terms on Google.
The Smartwerks brand needed to increase its online visibility among major competitors, while differentiating itself as a leader in software functionality and support. Marketing activities, such as social media and blog updates, were limited because internal resources were devoted to core functions. A trusted resource was needed to develop B2B content for continuous and reliable updates for the website blog that could be broadcast over social media. Also, as new functionality became available, press releases and case studies were needed to make opportunities within their marketspace understand the full capabilities of the Smartwerks point of sale solution.
Online Content and SEO
A series of initial meetings developed a plan of high frequency blogs and press releases to educate current and potential customers on Smartwerks functionality and small business best practices. The blogs focused on the following criteria:
- Target keywords embedded within the copy.
- Links to reliable outside media resources that do not conflict with the Smartwerks brand.
- Intelligent content offering business advice and resources.
- Reflect the professional and customer-centric Smartwerks brand.
- Approachable and conversational tone to maintain reader’s attention.
Each blog offers pertinent information for readers, to maximize their time and provide value.
“613 Creative has been invaluable to our content marketing efforts over the past 18 months,” said Chris White at Smartwerks. “The high-quality articles, press releases, and case studies have improved our overall SEO, and helped us establish credibility with prospective customers.”
After 6 months of frequent posts, Smartwerksusa.com search results moved to the front of the pack, surpassing many of the Fortune 500 corporations that are direct competitors, proving that small companies can compete in any marketspace.
Case Studies and Press releases
Smartwerks continuously improves their software functionality to meet the growing needs of their loyal clients. To make others aware of their customer service and support, they need to create marketing materials to promote these success stories. The end result was a series of case studies that display how Smartwerks has increased the company’s profitability. A digital and print version were created for each spotlight business.
White added, “613 Creative’s attention to detail and responsive, personalized service has made the entire content development process painless and productive.”
To get the word out about new features and business relationships, Smartwerks asked for a series of press releases. Each release is a paired down version of a larger story for media outlets to publish or investigate further on their own. All content conformed to AP style and completed on time.
The addition of an outside resource—613Creative—has bolstered Smartwerks’ marketing efforts.