How Textel Scaled Their Content Marketing With Thought-Provoking Content

Executive Summary

Content and social media marketing can be powerful tools for growing businesses to break through the clutter and establish themselves as knowledgeable service providers. However, effective content production requires marketing teams to invest significant time and resources to research and develop content on a regular basis.

Textel, a business-focused messaging platform, wanted to establish a strong online presence with timely and well-researched content but had an extremely lean marketing team. This resulted in inconsistent content production and minimal engagement on social media platforms. Working with LeadsPanda generated the following results:

Increased engagement with thought provoking content

More time for marketing team to focus on customer acquisition

Consistent posting of high-quality content

About Textel

Established in 2014, Textel provides its customers with a business-focused messaging platform. Its solution allows businesses to replace traditional and cumbersome communication methods such as emails and phone calls with modern text messaging.

CHALLENGES

Unable to scale content marketing efforts quickly to meet the high demand for content
Quickly scaling marketing efforts to meet the high demand for content can be extremely challenging for a growing business. Creating a long-term content strategy often requires marketing teams to hire new content writers and editors, which can be cost prohibitive. Textel recognized the need for more content but was unable to build the right team to do that consistently.
Unable to produce high-quality well-researched content due to time and resource constraints
Each industry has a unique requirement for content. Every business needs to develop blogs and corresponding social media posts that are high quality and well researched to rise above the competition. More businesses are using content to market themselves and establish their expertise in their chosen field. Textel’s marketing representative simply did not have the luxury of time to research a variety of timely topics, produce interesting content, or edit mediocre copy.
Inefficient content marketing due to lack of consistent and regular postings
A marketing team’s ability to consistently create compelling content is directly related to the time and effort they are willing and able to put in on a daily basis. However, marketing teams often have to work on a wide variety of efforts such as corporate events, press announcements, and more. Textel had a single team member who had to deal with all of these communications. This meant that blog posts and social media posts were often neglected.

“At Textel It was all done by one inhouse marketer who was also tasked with creating other content, running demand gen, etc. The result was inconsistent blog posts, and zero to no social media posts.”

Rob Oscanyan

Director of Marketing, Textel

HOW LEADSPANDA HELPED

A dedicated team of content creators to create timely and industry-specific content to engage customers on a deeper level
Readers of industry blog posts are often well educated about that industry and are looking for insights that they might not be able to find elsewhere. Significant time and research is required to create such high-level content. LeadsPanda offered Textel access to a dedicated team of experienced writers, editors, and content managers. This allowed Textel to reap the benefits of a large, dedicated content team while still maintaining a single point of contact. The resulting content on its blog and social media channels could educate and engage with customers on a much deeper level than mediocre or surface-level content ever could.
Existing marketing staff could focus more on leads generated from in-bound marketing
Textel is a fast-growing business and client acquisition is a major focus for their marketing team. Before working with LeadsPanda, Textel’s marketing team was stretched across multiple direct and indirect channels of communication and outreach. Once content production was outsourced, the marketing team could focus more on securing the leads generated by in-bound marketing following increased blog post production.
Consistent delivery of relevant, thought-provoking, and well-researched content to plan a long-term marketing strategy
Crafting a long-term content strategy is a lot more achievable when a business has consistent access to relevant, timely, and well-researched blog posts. Textel did not have to worry about whether its marketing team could deal with the quantity of content that it had to deliver on its own channels while still scaling their marketing efforts where appropriate. Outsourcing blog production allowed Textel to create more content in a cost-effective manner.

“When I needed content for blog posts, I immediately knew to reach out to LeadsPanda. They do a lot of research. LeadsPanda quickly learns about an industry and can write intelligently about it.”

Rob Oscanyan

Director of Marketing, Textel

RESULTS

Aventri’s main challenge was finding a partner agency that could deliver the same level of expertise that their internal team could—if only they had the time to write it themselves. Outsourcing content production to LeadsPanda led to Aventri achieving their content targets. They gained access to a reliable team of industry writers who met the team’s niche technical standards and scaled content production by 100%, leading to a solid boost in online visibility.