Crafting strategies, practices, and assets that feed tech B2B audiences.

CONTENT MARKETING

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McBru Content Marketing ServicesMcBru has been developing content for technology markets

since long before the term “content marketing” caught

fire. We’ve come to know technologists intimately over the

years: engineers and IT managers hate being marketed

to, but they hunger for relevant information to help them

work smarter and create more competitive products and

services. So we’ve fed that appetite, serving up nutritious

white papers, web content, case studies, email blasts,

newsletters, videos, infographics… you name it.

We do this better than just about anyone because we live

and breath technology. We understand tech B2B buyers

and influencers and – being a full service firm – we know

how the whole marketing machine needs to work.

CREATION Writing, design, and development of tech B2B assets, based on our expert knowledge of your market and the latest technologies.

DELIVERY Augment your marketing programs with McBru interactive, social, print and event expertise, available on-demand to engage your audiences.

STRATEGY Pinpointing market needs and your current asset inventory, and then defining the processes and plans to hone your content machine.

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Content strategyMcBru has honed its tech B2B marketing expertise across

a spectrum of clients and disciplines, including content

marketing, customer engagement, and market research.

We apply those rare insights and proven methods to our

content strategy practice.

We start with funnel mapping. First, we define

your target audiences’

content needs at each stage of

the sales cycle. We zero in on what

questions technical and economic

buyers will ask at which point in the

cycle, and where they look for answers.

We do this through:

•Interviews with internal executives, product managers,

and subject matter experts, and

•Direct market research among technical and economic

buyers through online smart surveys and one-on-one

interviews.

In parallel with funnel mapping, we conduct a content

inventory to determine exactly what assets you have, which

need to be updated, and where they all live. The deliverable

for this phase is a gnarly spreadsheet detailing every content

type and its location, grouped by product or market focus.

Our final phase is analysis and strategy. We conduct a gap

analysis, determining which of the assets needed from the

funnel mapping phase already exist in your inventory, and

which don’t. We also create a custom content development

process that takes into account your internal resources,

budget, program needs and business objectives.

Research and strategic planning paves a path ahead.

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We can put arms and legs on your content strategy by

developing planning documents and editorial calendars,

in collaboration with your subject matter experts. With our

understanding of web, email and social media processes, we

can connect the dots between content sourcing, production

and distribution.

As we map this knowledge to your in-house expertise and

assets, we use our experience running and measuring real-

world makerketing programs to tune our reccomendations.

In other words, we know content itself is not the end goal;

engagement and revenue are the results we’re focused on.

Videos for raising awareness and preference.

White papers, case studies and other in-depth assets.

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Content creation:WRITING, DESIGN AND PRODUCTION

If there’s one thing we hear again and again from clients, it’s

that McBru really understands technology audiences and

how to effectively communicate with them. That’s because

our in-house writers have deep experience in understanding

and explaining very technical subjects. Strangely, they

love the challenge, and have a commitment to clarity and

results. And, whether the deliverable is a whitepaper, case

study, blog post, tweet, video or infograhic, it all starts with

writing. We are justifiably proud of our writing and would

love to share examples.

Our design, development and project management resources

practice excellence in their crafts as well as sensitivity to

how technology should be presented. Our work is regularly

experienced through websites, email, banner advertising,

video players, and, yes, even print. In every case, our clients

count on consistently high quality content, on time, with a

minimum of explanation and review on their parts.

Infographics and motion graphics for visual storytelling.

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Delivery over any mediumIn many cases, we deliver content assets to clients to use in

their in-house programs and channels. But just as often we

also have the responsibility to deliver the content to target

audiences and measure the response, be it views, sign-ups,

leads and other forms of engagement. Only a full-service

firm can do that: help you at every step of your content

marketing from initial strategy to another satisfied customer.

Social media content development and management. Writing, design and development for email and web.

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Why McBru?•For 20 years, McBru has helped B2B marketers

communicate with technologists around the world. We

understand the audiences’ information needs, their

terminologies, even what keeps them up at night. We

can quickly understand your content needs, and weave

in our expertise to make a powerful content arsenal.

•Nothing beats having in-house writers dedicated to the

tough business of tech B2B content. You won’t have to

waste time explaining what your product does; together,

we’ll craft the best expression of value that your market

has ever seen.

•Our design team not only wins acclaim, but also the

eyes and minds of technology audiences. For large

brands to small companies, we have designed and

developed materials that fit the requirements of online,

print, social, and live channels.

•McBru is your content marketing machine packaged

within a full-service marketing firm. We know how

content works out in the wild. So our programs and

deliverables are designed to achieve your ultimate

marketing results.

In 2012 alone, we won a Best in Show Davey Award and a Webvisionary Award; let our next award-winning project be yours.

elise@mcbru.com

www.mcbru.com

www.mcbrublog.com

@mcbru

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LET’S START SOMETHING.