Monetate is a young technology company in Conshohocken, Pa., that plays the role just about perfectly – smart business concept in an emerging space, superior execution, really smart people, cool office space, exploding revenues and – this is a bit of a shock for a tech company – a very forward-thinking marketing strategy.
“Marketing as a technology entrepreneur has always been about the ‘me story’– look at me-me-me,” CEO David Brussin said this week at a Content Strategy – Philly Meetup.
Monetate (not a client) works with brands like Brooks Brothers, QVC and Best Buy to help them optimize their websites by creating targeted, personalized customer experiences. Or, as Brussin says, “we deliver on the promise the web made to marketers in 1995.”
Last year, Monetate fully embraced a content strategy to raise its profile, drive the conversation and attract and nurture new business. They’ve hired a 3-person content team head by Rob Yoegel, Content Marketing Director. Under Yoegel, the approach is focused outward.
“We don’t talk about Monetate,” says Yoegel.
Rather, the Content team mines information Monetate collects in order to create compelling content about trends in the industry, giving their “subscribers” – customers and prospects – news they can use.
“[Our marketing team] really shifted the conversation,” says Brussin.
Six months in, Yoegel says this journalistic approach to covering Monetate’s industry is working. Visits to the website are up 255 percent and unique visits are up 353 percent. Better yet, they’re obviously playing a significant role in driving the industry conversation – 46 percent of their traffic comes from referrals, meaning that Monetate’s content is being shared because people are finding it valuable and worth sharing.
And, best of all, marketing influenced sales opportunities have more than doubled in just six months.
The Monetate Content team is busy – they churn out three to five blog posts each week, plus infographics (major traction with these), whitepapers, case studies, webinars and other marketing materials. They try to repurpose material for different platforms whenever they can.
“Everybody consumes content differently, so we’re doing different things in different places,” says Yoegel. “[Businesses need to understand that] consumers are in control now.”
Yoegel has one last piece of advice for organizations embarking on a content strategy – and it flies in the face of what a lot of people are saying.
“Don’t think like a publisher. Publishers have stopped caring about their subscribers; all they care about are their advertisers.”
And you can see how the subscribers are reacting.
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