A client I’ll call SpeakTech hired me in the winter of 2008 to handle their blogs and social media. They were an established blog, enjoying about 10,000 visitors a month to their blog that supported their efforts selling customized voice over Internet protocol (VoiP) services to businesses. The head of marketing knew SEO inside and out, but they couldn’t find anyone in-house to write the blog. So they hired me.
I wrote two, sometimes three, posts a week and some Twitter mini-blogs as well as text on postcards to support their social media efforts in their direct marketing plans. They had a problem of too many people using free communications services (like Skype) and not being interested in SpeakTech’s incredible customer service and extremely affordable monthly VoiP packages. Plus, they could offer additional services, such as webconferencing packages, teleconferences, etc.
We focused the blog immediately on VoiP, cutting out the extra clutter of gossipy news, info on the employee vacation plans and practical jokes, which would be fine later, once we had established the company as reliable, dependable, and knowledgeable about VoiP. We interviewed industry experts, reviewed new products, interviewed satisfied customers, talked about strategies companies could use to successfully implement VoiP in their offices.
We saw a good increase in traffic, up to 15,000-20,000 hits a month in 9 months’ time, with more RSS subscribers being added daily. The company really got comfortable with Twitter as a vital customer service tool, and as employees became excited by the use of social media tools, an in-house employee expressed interest in taking over the blog full-time.
realbrilliant, inc. supplied a massive backlist of resource information that SpeakTech will be able repurpose into other content (eZines, eBooks, sales material, etc.). The power of good content is that once you’ve got something that works with your demographic market, you can use it again and again for different purposes.
SpeakTech was thrilled as I handed the blog back over earlier this year. I felt that I had written everything I could for them and was proud to see their company embrace social media/blogging with more passion then they had in 2008. SpeakTech is going to be around for awhile. I’m really proud of what I contributed to their success.
