Compelling Content Marketing

When Adaptive Insights reached out to Turn Two Communications, it faced a common challenge. The fast-growing company had a strong suite of products, but it was having a difficult time showing potential customers why it was the best choice for professional services software.

To help Adaptive Insights stand out from its competitors, Turn Two partnered with the company to develop a content strategy to increase awareness and engagement among prospects and existing customers. 

• Audience segmentation: We took a deep dive into Adaptive Insights target audiences including senior level executives, mid-level leaders and decisions makers, and financial practitioners who were seeking advice on how to do their jobs more effectively. 

• SEO optimization: We developed SEO-optimized blogs, case studies, and e-books, and infographics -- all of which positioned Adaptive Insights leaders as experts. We also created engaging e-books for lead generation. To download these e-books, readers were asked to join the company’s email list.  

• A personal touch: Key to the strategy was developing a stream of ghost-written blogs under the banner of “Ask Adaptive” that shared advice and insights in the voice of subject matter experts. 

As a result of our work, Adaptive Insights saw significant increase in the company’s web traffic, stronger SEO placements, and ongoing positive feedback from the sales teams that relied on the content to engage prospects during every phase of the business development process.