Crafting strategies, practices, and assets that feed tech B2B audiences.
CONTENT MARKETING
2
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.
3
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.
4
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.
5
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.
6
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.
7
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.
www.mcbru.com
www.mcbrublog.com
@mcbru
McClenahan-Bruer
McClenahan-Bruer
McBru
McClenahanBruer
McBru
McClenahanBruer
LET’S START SOMETHING.
Top Related