The Company
HRS is a well-respected Australian tech marketing agency providing a self-built (and therefore unique) B2B outreach automation tool for other digital marketing agencies to support them with lead generation.
This platform provides a LinkedIn and email automation engine, AI-driven templates and other innovative digital strategy development solutions that deliver ongoing prospecting results to both agencies and their clients’ businesses too.
The Situation
As the demand for AI-automation in the business world increases, HRS wanted to elevate their brand and target the right audience with a compelling message.
Since HRS’ automation platform was relatively new in the marketing agency market, they required provocative information in the form of well-curated blogs detailing real applications to illustrate how they support digital marketing agencies.
HRS recognised that establishing their brand in the digital marketing industry through Key Opinion Leadership (KOL) was the best strategy to resonate with agencies.
So, instead of going for a quick win at SEO, HRS aimed to establish thought leadership in their niche..
The Challenge
The main objective of HRS was to publish high-quality marketing content to attracts and engage marketing agencies without directly selling (as these agencies DON’T respond to cold sales attempts). However, this required realigning HRS’ content strategy to meet this new objective.
So, despite the different AI content writing tools in the market, HRS wanted to have a fresh new angle that required abstract thinking.
This is where Melotti Content Media comes in.
The Goal
Luke Horsfall, the founder and CEO of HRS, reached out to Melotti Content Media for an article copywriting project with a very specific and unique approach: to highlight their holistic marketing expertise in lead generation automation.
The collaboration between HRS and Melotti Content Media aimed to:
- clearly articulate the unique offering of HRS to their target audience
- establish thought leadership through long-form articles
- utilise the content across other relevant platforms such as LinkedIn.
The Solution
After a strategy session with Marketing Strategist, Christopher Melotti, the Melotti Content Media Team were able to analyse HRS’ goals and develop a content marketing strategy for the brand to establish an authentic sense of thought leadership.
With our decades of marketing copywriting experience and by interviewing Luke directly, we developed thought leadership content aimed squarely at HRS’ unique goals.
The plan included several SEO-friendly long-form blogs and social amplification posts for LinkedIn that reflected their marketing mastery, vision and unique selling propositions, delivered in a way that engaged and educated audiences without going for a hard sell.
Melotti Content Media’s work with HRS established the power of thought leadership and proved how valuable content resonates with today’s audiences.
The Outcome
With a united vision between HRS and Melotti Content Media, we crafted many long-form articles that articulated and demonstrated HRS’ KOL status, including the articles:
- B2C Businesses: It’s time to start thinking about additional B2B opportunities
- How much are your automation tools really costing you?
- Forget HOW to grow your Marketing Agency. Do you know WHEN to grow
- How B2B Marketing Agencies Can Complete their Service Offering
The blogs had an extremely different approach and after publishing onto their website, the site got more traction and sharing the content on HRS’ social media – specifically, LinkedIn, where their target audiences are – resulted in Luke being seen as a marketing leader.
Since working with Melotti Content Media, HRS’ digital engagement has improved and the team has seen an increase in website and LinkedIn traffic.
The shift to long-form, marketing thought leadership content empowered HRS to build a stronger and more authentic relationship with other digital marketing agencies.
