Our clients work with us because they want exceptional longform content, written by genuine digital marketing experts.
The kind of content that contains real research and insights, functioning as a long-term asset for their business. Not just a one-off blog post to “keep the blog active.”
Content that actually moves the needle.
Getting off the Freelancer Treadmill
That kind of content can be elusive. Sure, most founders could write some pretty exceptional content. They’re generally an extremely smart bunch. They have lots of experience to pull from.
But it’s a time issue — great longform content can take 5-15 hours of work per piece, depending on the research required. How often can busy founders and marketing directors really expect to publish new content?
Naturally, that leads many Martech companies toward working with freelancers. The internet is chock-full of writers on freelance marketplaces and social media. Their samples are great. They’re communicative. Their turnaround times are solid.
Inevitably over time, the quality starts to dip. Communication becomes less reliable. Their turnaround time slows down and they start missing deadlines. Anyone who has ever tried to manage a team of freelancers probably knows these problems to be the rule of thumb and not the exception.
Freelancing can be tough. It’s easy for a one-man shop to fall behind or accidentally overwhelm themselves with work trying to get ahead.
Still — you have an editorial calendar you need to stick to. You have content that your marketing and sales teams desperately need published. You look around and see your competition with these dialed-in content operations and you want that for yourself. You can’t stay on the freelancer turnover treadmill or wait for them to get their act together.
That’s where we come in.
A Process Shaped Over a Decade
Before founding BozeContent, I worked as a freelance B2B writer and content strategist for more than a decade. In that time I worked on a lot of different projects across some very different industries. Eventually, I found my niche in working with martech SaaS companies and marketing agencies.
I always took great pride in the quality that I was able to deliver to my clients. As I looked to grow from a solo freelancer into a small content agency, I knew that I needed to refine and document my process so that my team could deliver that same level of quality.
To me, it was second nature. It was a series of steps that I did, without thinking, in the planning, writing, and editing of every article. When you do something for so long, you develop processes whether you know it or not.
BozeContent’s content planning, creation, and editing process mirrors the process that I developed over a decade of experience.
Here is the exact step-by-step production process that every article we work on goes through:
1. A Quick Call to Determine Fit
First, we start with a quick call to make sure that we are a good fit for each other.
We are a small agency, so we have to be somewhat particular about who we work with.
If this describes you, we’ll probably make great partners:
- You are a martech company. Or an agency/marketing service provider. We specialize in digital marketing content.
- You are focused on quality. Quality martech content is what we do. Our writers are marketing experts. We expect a lot out of them but pay them well.
- You want an ongoing content partner. We only work on monthly subscription retainer. One-off projects are a productivity killer. We put time into understanding your product, brand, and voice so that we can consistently craft content that moves the needle.
Typically, our clients will either use our services to power their entire organic content marketing operation, or they will use us to supplement their existing team.
2. Questionnaire & Initial Research
Once we’ve determined we’re a good fit for one another and you’ve signed up for a plan, you’ll receive access to your client panel.
There, you’ll be able to track the progress of every project, communicate with our team, and leave feedback and revision requests.
Our system provides a complete top-down view of your orders with us. You’ll never have to sift through email threads from multiple freelancers again!
Then, we dive head-first into some initial research about your company.
We’ll start with an in-depth questionnaire that we ask all new clients to fill out. Your answers will help to guide our initial research and establish some ground rules for creating content for your brand.
We ask that each client set us up with a demo account for their product. We’ll use this account to learn the ins and outs of your software, take screenshots, and highlight features.
Additionally, we ask that you share any helpful marketing resources that you use at any stage in the funnel, including:
- Popular content
- Customer personas
- Landing pages
- Email sequences
- Style guides
- Case studies
- White papers
- Slide decks
Anything and everything that you can share that helps us to understand your business — share it!
We use these documents to better understand your brand voice and mirror how you speak to your customers within your content.
3. Choosing a Topic
You can provide a topic (and keywords), or we can pitch ideas to you.
Some clients use our services to plan and execute their entire content operation. Others take a more hands-on approach and deliver topics, outlines, and angles to guide us.
When we pitch a topic, our goal is to deliver content ideas that:
- Answer critical questions & concerns from new prospects. Educational content that answers introductory questions about your company, product, and industry. Organic search-focused content.
- Answer questions & concerns from down-funnel prospects. Answer objections. Compare yourself to the competition. Highlight benefits. Compete for longtail, high-intent keywords.
- Answer questions and concerns from existing customers. Strategy-focused content to help your customers get the most out of your product.
The topics that we pitch are based on a combination of your own content needs, keyword opportunities, and what we see working for your competition.
4. Topic Research
With a topic pinned down, we’ll dive head-first into research. We put in hours of research before we write a single word.
We’ll study the best blogs, white papers, and resources that the internet has to offer.
We’ll sift through social media and online forums to figure out what your ideal customers are asking about the topic.
We’ll find studies and research that include data to bolster our insights.
We’ll conduct deep keyword analysis to find keywords with decent volume and low-to-mid competition. Then, we’ll analyze the search results for those keywords to figure out what your competition is doing well and identify what we can do to improve on what’s already out there.
5. Content Creation
Then, we get to work creating your deeply-researched longform content.
A single article can take anywhere from 5 hours to 15 hours to put together, including research.
We have a few features that we make sure to include in every article:
- Longform. 2,000+ words of diligently crafted content. No fluff. While every piece has its own length requirements, we generally try to tackle subjects that are broad enough for us to dive into and create definitive industry resources.
- Relevant images and original screenshots. We’ll find high-quality stock photos, data visualizations, and take original screenshots to ensure that we are delivering content that is as visually appealing as it is helpful.
- Data and statistics. We’ll seek out studies, surveys, and research that is relevant to our topic and cite it within the article to bolster points and insights.
- Real-world examples. We won’t just tell your readers, we’ll show them. We’ll scour the web to find real-world examples of our recommendations and insights in action.
Exceptional martech content comes from deep research and expertise. Since we focus narrowly on working with martech companies, we’re able to deliver high-level marketing content consistently.
6. Editing and Internal Revisions
If you’ve ever managed a team of freelance writers, you probably know what it feels like to unexpectedly become a part-time editor.
It’s notoriously hard to edit your own writing. The brain just glosses over mistakes. Without additional eyes, no one can ever guarantee that their articles are error-free.
But you don’t have time to deliver redline edits on every article. It’s important that content is delivered polished, with minimal edits required before it goes live.
While you’ll likely have some insights to add and changes to make to your content in the next step, our goal is to deliver truly publish-ready content out of the gate.
To do that, every piece goes through a three-step editing process before it goes out to you for review and approval.
Editing Step #1: Self-Guided Editing
As you might expect, writers are responsible for editing their own work. But — we recognize that truly polished content only comes from several sets of eyes, so their self-guided edit is only the first step in the process.
Our writers are asked to:
- Run the article through Grammarly. Grammarly is an advanced spelling and grammar checker that helps catch errors that might otherwise fall through the cracks.
- Check the readability score in Hemmingway. We want our content to be easy to digest. While we don’t promise to hit a certain grade level because every article is different, we use Hemmingway to spot problematic sentences and paragraphs.
- Self-guided proofreading. Give the article another pass to catch mistakes and improve flow.
Then, the article is passed to our editor.
Editing Step #2: Internal Editing and Polishing
Then, our editing team will proofread, uplift, and polish the article. During this phase, we take “B” content and make it an “A.”
Editing Step #3: Reading Aloud
We use Natural Voices to have the content read back to us out loud. This helps us to get a better idea of the flow and find areas for improvement.
Every piece goes through this editing process before being delivered.
7. Draft Delivery & Revisions
Then we deliver the article to you for feedback.
You’ll receive an update through our client panel when an article is ready for you to review. You can respond directly to the email, or log in to your account to see your full account history and track progress on multiple articles at once.
All articles are delivered in Google Docs. You’ll be able to leave comments, revision requests, or inject new insights directly into the article.
We offer unlimited revisions on every article to make sure you get the exact piece of content that you were hoping for.
8. Upload, Optimize, and Launch
We provide a complete service — from topic planning to launch.
Once you give us the green light to move forward, we’ll log in to your content management system and publish it or save it as a draft.
We’ll make sure that the article is formatted correctly. We’ll make sure that it is optimized for our chosen keywords and includes all metadata. We aren’t done until every piece of content is on the path toward your audience.
Martech Content that Moves the Needle
Our goal is to create head-turning, high-value content that delivers a measurable long term ROI for martech companies.
Our process isn’t new. It’s similar to any process that a high quality content production company would use. But it is thorough and it does help us to produce truly exceptional longform content for our martech partners.
If you’d like to publish quality longform martech content, contact us today to schedule a quick call.