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Case Study: Making Built.io’s Brand Story Cohesive (Content + Website Refresh) – Amber Kaplan

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How I Made Built.io's Brand Story Cohesive 
Strategy

With three very different products and multiple audiences, I needed to tell a cohesive, strategic story.

Creative Direction + Production

Once I nailed down the details, enlivening the Built.io story with video and content was crucial.

Copywriting

The copy needed to service enterprise and self-service, speak to multiple audiences, and direct people to the right product.

The Problem

Built.io, previously Raw Engineering, recently transitioned from being a service company to being a SaaS product company. It had three seemingly disparate products that were all API-based and could be used together or separately. It had seen some traction in what it called the “digital enterprise” space, but wanted to expand into Industrial IoT, connected spaces, and connected transportation. In addition it wanted to span across multiple verticles, like sports and entertainment.
It had only three out-dated case studies that focused on a product that was not a priority for the business, and the organization was strongly sales-oriented. It did not rely on the website to capture leads or tell its story because it did not yet understand what its story should be.
In addition, its flagship product, an integration platform, needed to cater to both self-service and enterprise customers.
Lastly it relied heavily on long-form copy to explain its complex products.
The website needed to update its messaging and content strategy. In the end, I focused on the following:
  1. Creating clear messaging that explained that Built.io’s products could work in a variety of contexts.
  2. Packaging up the products as an enterprise suite that worked across verticals.
  3. Upleveling the content and making it more visual.
  4. Ensuring that the website acted as a lead generation and education machine.

The Old Home Page

The old home page I inherited did illustrate that Built.io had three products, did not explain how the products should be used, and did not provide clear benefits.

The Solution

Working closely with the co-founders, I led all aspects of defining and mobilizing the marketing strategy and creative direction that helped Built.io refine its positioning as a credible contender in the enterprise integration and headless CMS spaces.
  1. I conducted internal interviews and worked to understand the competitive space to uplevel our messaging and speak to multiple personas across various verticals.
  2. I made a strategic choice to add more visual elements to the website and content to help simplify, demystify, and explain difficult concepts.
  3. I crafted a content marketing funnel and editorial calendar to provide enough valuable content to capture leads and tell stories.
  4. With a full marketing to sales funnel, I was able to successful transition Built.io from being a sales-centric company to leveraging the website to sell the products.

Educational Content

To build a content marketing funnel and editorial strategy, I conducted internal and customer interviews to understand the landscape with which I was working. Then I mapped back to various personas, knowing that some would be technical and some would be decision makers on the business side.
  1. Thinking back to my time at the content marketing agency Fixate.io, I knew that all content would fall into one of two categories: strategic for the business side or tactical for the developers.
  2. I also needed a variety of content ranging from case studies to white papers to use across the website, in my email marketing program and on collateral, and to leverage for press stories.
  3. Lastly, I needed the content to have a centralized home on the website in a new resources center in addition to being put across the website for lead capture.

  • Text Hover
  1. Connect with things in new places
  2. Share with people in new ways
  3. Bridge the past and future
Messaging Overhaul

Beginning with the messaging was a key component in Built.io’s success. Without a clear idea of how to navigate having multiple products and audiences, our value propositions, and our benefits, the working on the rest of the site would be pointless.
 
I approached the project by starting with the product benefits. When combined, they helped to create connected spaces or automate processes. They also enabled people to point content to different screens. Lastly, they enabled the transfer of data from legacy systems to new cloud-based services. The finalized copy was:
  1. Connect with things in new places
  2. Share with people in new ways
  3. Bridge the past and future
Each value prop roughly translated to each product.
 
This content needed to live on the benefits section of the website. Using visual examples was a key component of our success, since the concepts were difficult to digest leveraging only copy.
The Web Refresh + Homepage

After working through personas and messaging, I moved on to web content strategy and creative direction for the website.
My goals were simple:
  1. Create a modern and cutting edge website that captured both the collective imagination of the tech world and their email addresses.
  2. Demystify our complex products and break them down into digestible, easy-to-understand, visual stories.
  3. Appeal to multiple market segments, verticals, industries, and technical and semi-technical audiences.
I knew that I would need a rotating banner to address all of the messaging and that video and animation would be the best options for storytelling.
The H1 lines said: Built-in (digital transformation, savings, security, innovation, agility, flexibility, scalability, automation and bots, speed to market, reporting and analytics, future-proofing). Each line corresponded to a video that was bucketed into one of the four industries that Built.io works well in: digital enterprise, connected spaces, connected transporation, and industrial IoT.  To see more of the website, click here.