How interworks.cloud Consistently Educated Their Audience By Streamlining Content Workstreams

Executive Summary

Informing and educating audiences is critical for interworks.cloud—which isn’t as easy as it sounds when your business is complex and highly technical. Even so, the company recognized the importance of consistent content production, especially for their blog, as a means to effectively inform their prospective clients and core readers. However, they also recognized that they didn’t have the internal bandwidth to ensure that this was executed to their standards. This led to a marked drop in engagement and a dip in the company’s perceived credibility, which ultimately led to the company seeking LeadsPanda’s help to achieve the following results:

A streamlined content production workflow to ensure collaboration and guarantee content authority.

An active and evolving communication channel for current and prospective clients.

Guaranteed regular and timely publication of new, industry-relevant content.

About interworks.cloud

interworks.cloud is a platform that provides users with everything needed to successfully manage workflows, end-to-end. Since 2012 the interworks.cloud platform has enabled MSPs, CSPs, and ISVs to quickly expand their ecosystems by creating extensive cloud services marketplaces for customers and resellers while increasing sales through automated billing, ordering, and support systems.

CHALLENGES

Limited internal bandwidth to focus on consistently educating and informing current and prospective clients
The technical nature of interworks.cloud’s business meant content development could be time-consuming and difficult. Producing content in-house was ideal as their internal team knew the business.Unfortunately, this also left them vulnerable to the “expert’s paradox”: though they knew the problem well, they found it difficult to explain it with simple, easy-to-understand content. It also took a lot of time away from attending to their core tasks. As important as content production was, at the end of the day, the internal team just didn’t have the time to pile additional tasks on their plate.
Outsourced freelancers lacked industry knowledge
As a quick solution to their production problem, per-project writers were hired to create content. However, their lack of industry mastery and availability to produce ad hoc content only meant the responsibility ultimately fell back on internal team members.
Inconsistent content production leads to dips in engagement
interworks.cloud recognized the value of high-quality, consistent content—especially when it came to informing and engaging their audience. But their inability to produce material regularly led to their engagement suffering, leading to fewer inquiries and less communication from prospects.

“Maintaining our blog was key to this process—however, we didn’t have the internal resources for this.”

Konstantinos Parisopoulos

Senior Marketing Operations Manager, interworks.cloud

HOW LEADSPANDA HELPED

Provided access to a flexible team of industry-specific writers
A key challenge for interworks.cloud was their inability to find creative writers who could craft content with the same authority and understanding as their internal team. A comprehensive onboarding process supported by open communication and extensive online research ensured content was produced with the level of expertise needed to meet their stringent requirements.
Maintained active communication channels with current and prospective clients
Maintaining platforms that would facilitate communication between clients and the company was important to the brand. Our partnership provided interworks.cloud with the ability to engage their clients through informative articles that demonstrated the brand’s authority and relevance in their niche.
Streamlined workflows for content productions minimized back and forth
interworks.cloud’s expertise and authority in their industry hinged on their ability to provide content that readers could rely on to be insightful and relevant. Establishing clear work streams that ensured content production teams had the resources needed to meet this expectation was critical to the final output.
Implemented SEO best practices to boost online visibility
To address their marked dip in engagement, Leadspanda wanted to offer more opportunities for interworks.cloud to become visible to their relevant audience. By ensuring that benchmark SEO practices were used in all material that was produced, LeadsPanda helped increase SERP rankings for the company, which translated to higher inbound traffic.
Provided high-value content and services at competitive rates
High-quality, well-researched, industry-specific content was a given, but LeadsPanda sought to achieve the client’s brand objectives by ensuring a consistently authoritative voice through premium, personalized service.

“LeadsPanda’s willingness to listen to feedback, their smooth and well-planned production, and their clear collaboration process were critical to our partnership’s success.”

Konstantinos Parisopoulos

Senior Marketing Operations Manager, interworks.cloud

RESULTS

Crafting expert, authoritative content has always been a challenge for highly technical businesses. Despite recognizing the value of consistent content for their business, interworks.cloud lacked the time and resources to dedicate to this critical task. LeadsPanda took up their content production challenge and developed material that met their stringent content quality standards while enjoying other high-value services. This dramatically improved search results, according to interworks.cloud, while also increasing prospect engagement and giving them the authority in their field that they desired.