SOURCE: Skyword

Skyword

August 20, 2013 09:00 ET

BuyerZone Taps Content Marketing to Connect Buyers and Sellers

Marketing Team Uses Skyword to Boost Search and Social Presence Through Original, Quality Content

BOSTON, MA--(Marketwired - Aug 20, 2013) - Skyword, the leading platform for producing quality, original content at scale, today announced that BuyerZone, an online marketplace and lead generation company for business-to-business buyers and sellers, experienced notable growth in onsite and social engagement since leveraging the Skyword Platform and strategic services.

"We wanted to create more engaging opportunities for businesses that rely on BuyerZone for help with major business purchases on our website and through search and social channels, but quickly realized we needed more external support to make the most impact. Skyword's platform and services really aligned with what we were looking for," said Chad Godfrey, Director of Online Marketing at BuyerZone. "Skyword's support for writer recruitment, content development, social promotion and results tracking has allowed us to create compelling and informative content at scale that helps guide businesses through their buying decisions." 

Search and social are key ways are key ways to reach consumers, so the BuyerZone marketing knew it needed to focus more resources on producing content that would meet the needs of the changing B2B buyer during every stage of the journey. BuyerZone took a fresh look at its website -- focusing on reducing the sheer amount of content and making a commitment to creating a continuous stream of relevant, quality articles. By creating an approach that focuses on buyer profiles, BuyerZone delivers content for businesses with specific buying needs in the areas of construction, financial services, security systems, and more. The articles resonate with business professionals across industries, company sizes and job titles and, in turn, help BuyerZone generate more quality leads for its large client network.

Since launching the content program in June 2012, BuyerZone has published more than 550 original, professionally-crafted articles supporting 30 vital products and services that both large and small businesses need to buy. Tapping a group of 25 expert contributors, BuyerZone has increased its social media following by 37 percent and lengthened average site visit duration by nearly 50% percent.

The Skyword Platform streamlines and automates the critical steps in the content creation process and provides the BuyerZone content marketing team with actionable insights to adapt and continually improve strategy and content topics over time. Skyword content strategists work with BuyerZone's digital marketing team to identify key topics for content development and ensure that all articles meet the company's quality assurance standards. With search engine visibility tracking, as well as streamlined content promotion across various social channels and the ability to track trending stories and discussions in real-time, BuyerZone is able to stay on top of relevant industry trends and provide insight beyond its core products and services.

"Skyword allowed us to take a more strategic and organized approach to producing, publishing and disseminating our content. Now, our website content answers the questions that businesses are asking and motivates them to return for more information on future purchases. Our site content has become an incredibly important avenue to help us better connect business buyers and sellers," said Tyler Burtchell, Online Marketing Manager at BuyerZone.

"Innovative, cutting-edge companies like BuyerZone are realizing that their content and SEO strategies need to converge if they want to reach and engage customers. Marketers need to produce the content that their audience is looking for -- content that helps them answer their questions and solve their problems," said Tom Gerace, CEO of Skyword. "This means marketers need to turn away from relying solely on brand messages and promotional materials and produce content directly related to customers' day-to-day lives."

Building on its early Skyword successes with content creation, BuyerZone now plans to expand its partnership with Skyword to focus on increased social promotion capabilities as well. 

About BuyerZone:
Since 1992, BuyerZone has helped connect millions of businesses with thousands of quality sellers for hundreds of products and services. Buyers save time and money on important purchases by receiving free price quotes from sellers who best meet their needs. BuyerZone's lead generation programs provide sellers with cost-effective, easy-to-implement and results-focused solutions that deliver leads from prospective buyers at every stage of the purchasing cycle. BuyerZone is headquartered in Waltham, Massachusetts. For more information, visit http://www.buyerzone.com.

About Skyword
Skyword delivers all that organizations need to reach and engage their audiences with quality, original content designed to succeed in search and social media. Quality content is essential for reaching and engaging consumers today, but the creation process is messy, inconsistent and immeasurable. The Skyword Platform makes it easy to produce, optimize and promote content at any scale to create meaningful, lasting relationships with customers. Skyword also provides access to a community of thousands of professional writers, and its content strategy and editorial teams can help ensure the ongoing success of clients' content programs. Skyword is a privately held, privately funded company headquartered in Boston, Massachusetts. Investors include Allen & Company, Progress Ventures, Cox Media Group and American Public Media Group.

Connect with Skyword
Website: www.skyword.com
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Twitter: @skyword
LinkedIn: http://www.linkedin.com/company/skyword-inc.
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The Content Standard: http://www.contentstandard.com/

Contact Information

  • Press contact:
    Lizzie McQuillan
    Scratch Marketing + Media for Skyword
    617-945-9296
    Email Contact