Promoting a File Management Company

Building Inbound and Outbound Marketing Strategies

The Project

Our client is a product company that developed a file management platform for SMEs and large-scale platforms. Asset management tools are technically complex solutions that can make or break the operational processes of organizations involved. 

Before our team joined the project, the company’s main source of traffic was its corporate blog. At some point, the SEO realized that content falls short in SEO optimization and there’s no big-picture strategy that converts readers to leads. 

The Problem

When shortlisting software providers, project managers want to hire reputable vendors. To improve the reputation of the platform, needed to fully reboot the company’s content strategy. We did just that and placed a heavy bet on link building.

Positioning and branding

Since a file management library has a wide range of applications, our team realized how important it was for the company to know what types of organizations will benefit from the platform the most. We assessed the market for asset management tools and realized that designers and marketing agency managers, education institutions, NGOs, media companies, and e-commerce business users were the primary target audience – we matched our content to their interests and needs. 

Order And Structure

We started by mapping out the types of posts that were relevant for different types of readers. Our editor broke readers’ journeys into stages, classifying readers as problem-unaware, problem-aware, solution-aware, and product aware. Then, we created an editorial calendar for each group that featured set-in-stone post topics, publication dates, and estimated KPIs for each piece of content.

SEO Optimization

After running a technical assessment of the company’s website and blog, we discovered that performance bottlenecks like poor accessibility and low mobile responsivity led to spiking bounce rates. To that end, our team moved the corporate blog from Medium (where it had been hosted previously) to Ghost.io – a more responsive and SEO-friendly content management system. 

Link Building and Improving Authority

To ensure a steady flow of targeted traffic from high-authority platforms, we launched a full-scale link-building campaign. Our team assessed the backlink strategies the team’s competitors used and leveraged them to create a scalable partnership with editorial teams at Dribble, HubSpot, and other top-notch resources. 

Our action Plan

What Coined Our Success?

Cross-department collaboration was among the key drivers of our successful collaboration with the client. We were able to request the technical assistance of the development team to fix front-end bottlenecks that were tanking the performance. Staying in touch with the sales team provided Chanto marketers with unique insights, objections, and questions prospective customers had. 

Also, our client had a well-designed product. The platform made security a priority, implementing encryption and flexible permission control. Wrapped up in a sleek and easy-to-use interface, the product was relatively easy to explain to non-tech-savvy audiences.

Knowing Where we are. Seeing the Destination

The Goals, The Needs, The Plans

Developing a strategy and setting KPIs

At the start of our journey with the client, the team focused on detecting and eliminating bottlenecks in customer acquisitions. We designed marketing collaterals (emails for each step of user onboarding, demo videos of the product, and ebooks) that sales managers could share with prospects on demo calls. 

Having a wide audience put the client in front of the need to segment content – we developed ebooks for e-commerce business owners, non-profit managers, as well as design and marketing agencies. 

Giving prospects a helping hand

After analyzing the processes of the organization, we discovered that people who get in touch with the company are rarely decision-makers. In fact, after wrapping up a call with our customer success representative, they had to pitch our solution to their teams. 

Thus, our marketers realized the need to help project managers and department managers in convincing CEOs and team leaders that our platform is exactly the tool that the organization needs. 

Company Strengths at a glance

Our Focus Point

Our team made a decision to separate product-related posts and industry-related insights. We grouped all guides and tutorials in a dedicated help center. 

To compare our product to alternatives, share how-to guides, provide an insider view of the industry, we created a blog on Ghost.io. Previously, the team used Medium to share posts – however, we picked up on the fact that it limits link-building opportunities  and tanks performance. That’s why our marketers prepared and executed a content migration strategy, moving the platform to a scalable and responsive CMS. 

Facebook
92%
Instagram
89%
Telegram
95%
YouTube
98%

The Right Words For the Product

Content that Leaves no Uncertainty

The next milestone in our marketing strategy was making users familiar with the product and clearly explaining its benefits.

Our team made a decision to separate product-related posts and industry-related insights.

We grouped all guides and tutorials in a help center and revised them together with the in-house customer success team. 

To compare our product to alternatives, share how-to guides, provide an insider view of the industry, we created a blog on Ghost.io.

Previously, the team used Medium to share posts – however, we picked up on the fact that it limits link-building opportunities (backlinks from Medium share a no-follow attribute) and tanks performance.

That’s why our marketers prepared and executed a content migration strategy, moving the platform to a scalable and responsive CMS. 

What the team accomplished

Awareness and Affordable Leads

To harness the full potential of the content we share online, we wanted to spread the word about the brand using social media marketing and link building. Our team prepared a social media editorial calendar and wrote unique updates to match the tone of Facebook, Twitter, and LinkedIn. Also, we published posts with the mentions of the brand on top Medium publications (UX Planet, Prototypr, and others) and promoted our posts on Reddit. 

Linkbuilding was the pinnacle of our team’s efforts in raising brand awareness. We selected high-authority posts in relevant platforms and updated them with the mention of the client’s software. Other than that, our team wrote value-driven posts for industry leaders like Dribble, BigCommerce, 99designs, and other platforms. These generated both a traffic increase and an SEO boost, ranking the company’s pages higher by keywords like “asset management” or “file management”. 

High DR Links

Here’s how we built a reliable network of link building partners. 

Crowd Links

Leveraging social media and forums to build traction around the brand

The Bottom Line

Hard Work Paid Off

Improved Performance and Ranking

Migrating the platform to a responsive blog and optimizing performance paid off undeniably - at the moment, the average performance score of a client blog is 97/10 according to Google Lighthouse.

Traffic growth

After 7 months of consistent effort, the client’s daily website traffic steadily grew from 900 to 2,000 unique visitors. As for the blog, hosted on a subdomain, the number of daily users grew from 300 to 600.

Scalable and Growth-Oriented Marketing

Our team focused on making large-scale improvements rather than small incremental fixes. We are happy that the organization will benefit from long-term SEO and link building changes without being fully connected to our team.

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