Helping Atech Support’s growth ambitions with blogging
As Atech Support scaled up, it knew it had to establish a strong marketing function to build the brand awareness and pipeline it needed to support its continued growth. Adding a schedule of weekly blogs into the mix ensured:
- The company was being found by the right people.
- Made the most of existing marketing materials.
- Aligned to, and supported, the wider sales and marketing efforts.
- Captured the essence of why people choose to work with Atech.
“The value that Alice adds is that we’re never chasing around for things. We have a library of content that’s ready to publish and a pipeline of ideas that speak to our audience. And she is really good at re-purposing larger assets, like white papers, able to expand on different areas further or focus on a specific industry vertical to help drive traffic and get them in-front of more people.”
Jutta Kamp, Marketing Manager, Atech Support
The company
Atech is an IT consultancy and cloud managed service provider that helps its clients to create the next version of their business. By taking advantage of cloud, virtualisation and modern workplace technologies, Atech offers a suite of services and support that ensure digital transformation is a roaring success.
The company is in a really exciting stage of its growth – undergoing its own digital transformation as it transitions to being a leader in its field. In making the change, it has managed to retain its core value proposition of being ‘addicted to service’, while professionalising, streamlining and strengthening its team, processes and offerings.
The need
I first worked with Atech on an adhoc basis, helping to produce case studies that showcased the work it had done on behalf of its clients. But Atech was keen to establish a content machine, which enabled its marketing function to raise awareness of its offerings and the value the company provided, while creating a drip feed of leads into its sales funnel.
Atech hired an experienced IT marketing professional, who was keen to upgrade and strengthen the whole function. Establishing a campaign framework, which considered what the end result needed to look like and worked back to define all the content assets that were needed, marketing could really support what the company was trying to achieve, while still being able to respond to the changing market conditions.
The work
Because Atech has ambitious plans, it actively seeks to work with the best talent, engaging specialist agencies and freelancers to support its marketing strategy.
Taking responsibility for the company’s blog, my objective was to create useful, interesting and relevant content for Atech to publish weekly and then promote through its social channels.
The blogs had to be:
- Rich in SEO, to support Atech’s online promotional efforts.
- Extract value from existing marketing assets, like white papers and case studies, to boost their ROI.
- Align with the company’s business and sales strategies to help push specific services.
- Capture the ‘value add’ that Atech provides to its customers.
“The way we work together is very planned, but also very flexible. Initially I shared my marketing plan with Alice and we created a list of possible blogs that would feed into that plan.
“But then the pandemic hit, and we had to shift our thinking and move a lot of our blog ideas into a future pipeline. With more and more people working from home, we wanted to share how our team could help SMEs to enable remote working quickly, advise them on what to be conscious of, and push cloud as a secure and scalable way to support the new way of work.”
The simple process of working together…
- Shared Trello board to capture ideas, blogs in progress and those ready to publish.
- Monthly catch-up call to agree and prioritise content for the next month.
- Atech to share relevant briefing materials or marketing assets to be repurposed.
The results
Raising awareness
“In May we launched a new service with just a web page and a blog – both of which we’d optimised behind the scenes from an SEO perspective. Just 4 weeks later, we’d jumped from no ranking to a rank where we are already visible!”
Driving traffic
“In the first quarter of publishing weekly blogs to our website, we averaged +175% more views per month – against the average in the previous quarter. And in Q3 the impact has been astonishing – so far we are tracking 383% up on the first quarter for blog views!”
Feedback mechanism
“An unexpected bonus from the blogging is that we now have insight into what people are most interested in reading about. Posts about our team, our point of view and strategy are always big hits so we can tailor new content accordingly.”
Flexible content
“The blogs give us buildable content so we can create something else based on them, whether that’s web copy, social updates or larger hero assets. And the sales team now have a set of articles to share with their contacts because our messaging is aligned – it’s a key part of our sales enablement strategy.”
Inbound leads
“With our content, SEO and PPC efforts all singing from the same hymn sheet, we are now receiving qualified inbound leads. It demonstrates just how important it is to be aligned on campaign and content – and it starts with content.”
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