Content Workshop

Overview:

Sera Systems, founded by Billy Stevens, is a Field Service Management software company. Sera’s platform was designed to help small- to medium-sized HVAC, electrical, plumbing, and other home service businesses reduce the chaos of their day-to-day business operations, allowing them to focus on high-value work and increase their bottom line. To demonstrate the value they bring to their customers, Sera knew they needed to clarify their messaging to highlight their key differentiators.

Problem:

Sera came to Content Workshop in 2023 with the challenge of elevating their current messaging to better encapsulate their unique value propositions amongst other field service management platforms. Sera found themselves sandwiched between two competitors who are either overpriced and over-complicated or too simple to truly serve customers’ business needs, so their messaging needed to illustrate why they were the Goldilocks solution for most field service businesses. Their biggest challenge to achieve this was translating all of their key differentiators and values into succinct messaging that makes it clear to their customers why Sera is the right solution for their business woes while also resonating with their wide variety of clientele.

Outside of establishing clear external brand messaging, Sera also wanted to craft internal messaging to align across their marketing and sales teams about how they talk about the unique ways that Sera serves their customers.  This messaging needed to reflect the mission and vision of their founder while also demonstrating the company's goals for the future.

Solution:

In response to their need for a brand story that sets them apart from their competitors, our team leveraged the power of their founder’s unique experiences and visions with input from other key stakeholders across the company to build messaging that would resonate across their internal team as well as their key industries. We initiated this process by exploring the founder’s story of building the business, extracting insights that told the larger brand story, and interviewing other team members to ensure that story aligns with the culture and vision of the rest of the team.

Our approach included the development of Mission, Vision, and Values (MVV), detailed personas representing the business apparatus of their clients, clear values to align their team, and succinct and impactful taglines for each of their core industries.

Overview:

TGW Logistics is a global leader in automated warehouse solutions, specializing in grocery, consumer goods, and industrial logistics. TGW Logistics partnered with Content Workshop to overhaul their English-language website to better resonate with their North American audience. The goal was to craft engaging, audience-specific content while implementing a robust SEO strategy to drive greater visibility and engagement in key markets.

Problem:

TGW Logistics’s original website content, translated from German, fell short of connecting with their North American audience. The language and tone were not optimized for this market, resulting in a lack of engagement and missed opportunities to showcase TGW Logistics’s expertise effectively.

Moreover, TGW Logistics’s existing website lacked a targeted SEO framework, which hindered its ability to appear in search results for critical keywords in the competitive grocery, consumer goods, and industrial logistics sectors. Without a cohesive SEO strategy, TGW Logistics struggled to reach the right personas at the right time.

Solution:

Content Workshop rewrote 120 web pages in three months, delivering audience-focused content for case studies, blogs, and product descriptions. These updates aligned with TGW Logistics’s brand identity while enhancing clarity and engagement for North American users. Additionally, Content Workshop crafted a targeted SEO strategy, embedding priority keywords to boost search rankings and visibility in key industries.

Beyond the website overhaul, Content Workshop established an SEO framework for TGW Logistics’s future North American content efforts. This foundation ensures long-term consistency, scalability, and the ability to create thought leadership assets like pillar pages and ebooks to establish TGW Logistics as an industry leader further.

Results:

The revamped website, set to launch in Q1 2025, promises to deliver a more engaging, persona-driven experience for TGW Logistics’s target audience. With a solid SEO foundation, TGW Logistics is better positioned to grow its online presence, drive brand awareness, and support long-term content marketing initiatives.

Overview:

PayHOA is an industry leader in software designed to help self-managed HOAs replace generic accounting software and siloed management tools with an all-in-one HOA management solution. They set out to build a content library based on a targeted keyword strategy that focused on low-volume but high-intent search phrases. PayHOA joined our roster in 2021, and we began setting the foundation of their strategy with a five-page website and four blog articles per month while they perfected their platform. Their team wanted to ensure the content train was moving early in the company’s lifecycle so they could focus their energies on creating the best possible software solution for self-managed HOAs.

Problem:

In 2021, PayHOA was a start-up with no marketing department, operating in a software field that didn’t exist. Quickbooks, a tool commonly used by HOAs for financial management, was their biggest competition. To compete with such a large company, they needed a niche. They decided to solve an industry problem others hadn’t seen––that self-managed HOAs need much more than a general accounting tool like Quickbooks.

PayHOA created its all-in-one platform to make comprehensive community management easy for HOAs. It was then time to establish their brand as the innovator in this unique software space. This required a targeted content strategy designed to build brand awareness, educate consumers, and increase traffic to their site...

Solution:

Content Workshop became the driving force behind PayHOA’s marketing initiative. Our team worked closely with their president and operations director to ideate topics, develop a content calendar, track and report metrics such as domain authority, and monitor their monthly Google Analytics numbers.

We wrote and published 36 blog articles in the first year. By the end of 2024, we’d expanded their keyword strategy, assisted with a backlink article campaign, and quadrupled their content production. The PayHOA website now has 33 pages and over 175 blog articles. Our team also created the strategy for their customer-facing resource center and wrote 120 pages of informational content that users of the platform can access if they need help. Other marketing campaigns included emails, ad copy, and targeted landing page content.

Results:

Our work increased PayHOA’s organic traffic from 4,838 in April 2020 to 54,378 in December 2024. They went from having zero keywords ranking in the Top 10 of Google’s SERPs to 24 in three years––with 14 keywords consistently ranking first or second. Their domain authority went from 19 in 2021 to 28 in 2024. PayHOA has grown its team to include a marketing department, but we still function as a key contributor to their content strategy. Our 2025 goals include expanding their resources with creative content that strengthens conversions and drives true believers of the PayHOA platform to their site.