Michelle Adams, Sr. Content Specialist at San Francisco-based Kintone, is a busy marketer. To rapidly build a customer base in a competitive SaaS space, she needs to generate a variety of content, from digital ads and blog posts to ebooks, webinars, and more. With just one other marketer in a startup that’s in growth mode (they recently surpassed 50 employees), there’s no real time for her to write ebooks. Nor does it make sense for Kintone to hire a full-time copywriter…just for a few ebooks a year.
And yet, the technology startup recognizes the need to get its message out—consistently and powerfully. So they hired MarketSmiths to pen four ebooks.
In working with previous outsourced copywriters, Michelle experienced a couple of agonizing misses:
As a result, Michelle’s criteria for an outsourced copy vendor was short but specific:
“It’s always a challenge to find somebody who’s not just a good writer but a good business partner—and can learn how to write for an industry that’s not their own,” she says. Michelle found MarketSmiths—and her luck immediately shifted.
From the first ebook we wrote for Kintone in 2018, MarketSmiths blew Michelle’s expectations out of the water. Back then, she was Kintone’s only official marketing writer, whose responsibilities (as mentioned) left her with the ability to update ebooks—but not to write one from scratch.
In 2019, we wrote a second ebook. “The writing was wonderful. My direction needed work,” admits Michelle. Once we received additional clarity, we delivered to Michelle “an ebook that wasn’t just fantastic, but one that the CEO and clients are now thrilled to actively promote in their personal channels,” she says, adding:
“Compared to other downloadable content, this ebook outperformed all other content launched in the same campaign by 1200%. It also had one of the lowest cost-per-conversion rates of all individual ads. Finally, it drove 1.5x more traffic to our site than other ads. It’s been a pretty significant difference. Not only is it great for us—it’s also encouraged our marketing department to say ‘these ebooks are fantastic and we could use more.’”
At the start of 2020, we wrote a third ebook. Incidentally, this was the ebook that got botched in example #2, above. “Can you take this mess and turn it into something that would win a beauty pageant?” Michelle recalls thinking. “Your writers came back with an amazing version based on that, within 1 turn.”
We are now working on ebook #4—and already Michelle is pleased. “Your content strategist gave us pushback—he did not receive my direction passively. That’s a rare thing to find in any vendor,” she relays, adding:
“Being able to outsource a project of this importance and feel secure it’s going to go the right way is amazing. With other vendors, I am going to spend so much time rewriting and editing that I may as well have written it myself.”
So far, our ebook:
“The quality that MarketSmiths delivers is better than any vendor I’ve ever seen. I know that your work product is going to knock my socks off,” says Michelle.