Writing 600+ articles, 7+ years for a leading US IT firm (a case study)
I was the writer, blogger, and copy writer for Four Cornerstone, LLC for 7+ years.
From 2013 to 2020, I wrote almost all the website copies, blog posts, articles, and webpage sales texts of:
Four Cornerstone is a technology strategy and IT services firm based in Fort Worth, Texas. With almost two decades of experience, the company has established itself as one of the fastest growing technology services firms in the United States. The company offers a wide range of services, including Oracle Solutions, AI solutions, Business Intelligence Consulting, Oracle Cloud Services Consulting, AWS Cloud Services Consulting, Oracle PaaS Cloud Services, Operating System & Virtualization, and big data. Four Cornerstone serves clients across the US.
As an IT services firm, Four Cornerstone understands the importance of creating a series of
However, this is not always an easy task.
There are several challenges that Four Cornerstone faced when creating this type of content.
> RESEARCHING, WRITING, AND THEN PUBLISHING RELEVANT CONTENT
One of the company's biggest challenges is researching, writing, and then publishing relevant content to their respective platforms (website copies, landing pages, articles, and blog & social media posts). In order to create relevant and effective content that addressed reader pain points, Four Cornerstone needed to stay informed about the latest developments in the industry and make sure it's following the best practices for content creation. This was a challenge, especially since the company is working on various projects for different clients in different industries.
> ENSURING THE ACCURACY AND RELIABILITY OF INFORMATION
Another challenge is ensuring the accuracy and reliability of the information presented. Four Cornerstone's content is a reflection of its expertise and credibility, so it's important to make sure it's as accurate and reliable as possible. Creating engaging and informative content is also essential for Four Cornerstone. The company wants its audience to be interested in its content and find it useful, but it can be tough to strike the right balance between these two goals.
> MANAGING THE CONTENT CREATION PROCESS
Managing the content creation process is another challenge that Four Cornerstone faced. Researching, writing, and publishing content can be a time-consuming process, especially that the company handles hundreds of client accounts.
> PROMOTING AND DISTRIBUTING THE CONTENT
Promoting and distributing the content effectively is crucial for generating brand awareness, nurturing leads, and promoting conversion. This was a challenge because Four Cornerstone was busy servicing its clients across the US - they had no time for content marketing and distribution strategies.
As an experienced writer with over 18 years of professional experience, I understand the importance of creating content that addresses reader pain points on the client's - website copies, - landing pages, - articles, and - blog posts. This type of content not only helps to engage the audience and keep them interested in the company's offerings but also helps build trust and credibility with the audience.
To solve this problem, I started by - identifying their target audience and - understanding their pain points and needs. This involved conducting comprehensive online market research and analyzing data from website analytics tools to gain insight into the types of content that are most valuable to the audience.
After targeting Four Cornerstone's audience and their pain points, I wrote content that addressed them and provided valuable information to the audience. This includes - writing website copies, articles, blog posts, and other content that give helpful tips and solutions to common IT problems AND - writing case studies illustrating how the company has helped other customers overcome similar challenges. To ensure that the content is effective at addressing reader pain points, I wrote in a clear, concise, and easy-to-understand manner, using examples and case studies to illustrate points, and using storytelling techniques to make the content more engaging.
Following these strategies, Four Cornerstone built trust and credibility with its audience. This ultimately led to increased company engagement, brand awareness, and conversion.
The company's content reflects its expertise and credibility, so it's essential to ensure that it's accurate and reliable. To solve this challenge, I implemented a thorough fact-checking and verification process. This involved verifying sources, double-checking facts and figures, and enlisting subject matter experts (Four Cornerstone's IT team) to review content before it was published.
Four Cornerstone knows firsthand how important it is to have an efficient and effective content creation process. That's why the company relies on WordPress, a powerful and user-friendly content management system (CMS), to publish and organize its content. I suggested to Four Cornerstone that I should have an ADMIN account with FULL ACCESS to its WordPress account. All these processes resulted in a seamless experience managing Four Cornerstone's content creation process.
I suggested to Four Cornerstone that it could solve the challenge of promoting and distributing content effectively by focusing on social media marketing. We specifically focused on LinkedIn using the premium paid version of Buffer and Pablo. Sharing articles on LinkedIn can help to increase brand awareness and visibility, as the content can be seen by a large and diverse audience of professionals and businesses.
This resulted in
RESULTS (web traffic and services inquiries):