Uptime Blog
As the world of online marketing evolves, one thing is certain: consumers want to learn about brands from content rather than traditional ads. To build a scalable content marketing strategy, one great place to start is setting up or improving a business blog. According to research, companies with blogs produce an average of 67% more leads monthly than companies that don't blog.
For xMatters, the leading service reliability platform, improving the content quality of its blog, the Uptime blog was crucial to improving search engine visibility and moving leads further down the marketing funnel.
Read the latest articles and updates about incident management and digital service resilience in the xMatters Uptime Blog.
MY ROLE
Working alongside the Senior Content & SEO Manager, we developed and implemented a content roadmap and editorial calendar to create keyword-optimized blog posts. As the Content Developer, I collaborated with stakeholders and subject matter experts (SMEs) across the organization to produce various product-oriented and industry-focused blogs.
To publish a continuous pipeline of compelling content, the team also partnered with a third-party vendor. For this collaboration, I provided editorial support to externals writers, ensuring the content represented xMatters' brand voice while conveying topics in a thoughtful and engaging way.
KEY TAKEAWAYS
Don't sacrifice quality for quantity. The world doesn’t need more content today. In fact, it needs less. It doesn’t need more information but more insight.
When working with internal SMEs, make the content creation process as easy as possible for them. For those who are time-strapped or not comfortable with writing, come up with a detailed oriented outline or even a draft before turning it over to them to make edits.
Leverage the resources from other departments to identify topics that are important to your brand and also interest buyers. In particular, the sales, service, and support teams are three of the best resources. Not only do they understand the buyer’s concerns and needs, but they’re also experts on the company’s products and the unique value propositions of those products.