How We Work
A Team Writing Process Tuned for Technology Marketing
Three Crucial Strengths that Create a Virtuous Cycle
Our Team Writing brings your subject matter experts together with our team of analysts, writers, editors, designers, and producers to capture the story of your product in glimmering detail.
With our Deep Domain Knowledge of the current market conditions and the history of enterprise software, we completely understand your subject matter experts and expand on your vision with new ideas.
We can optimize content for its intended purpose with our Marketing Know How. We write copy to persuade with content to educate, so every asset works effectively in marketing programs.
Repeatable, Scalable Content Creation
Team Writing is a repeatable, scalable process for capturing knowledge and creating content about complex topics. Evolved Media’s Team Writing process solves many of the enduring problems of creating high quality and effective content: coordinating the needed set of skills in an efficient manner that makes it easier to create content over time.
B2B technology marketing makes use of Team Writing to explain the pain addressed by a product, how a product works, and evidence about why a product is working in the marketplace. To do this, the knowledge must be harvested from those who have it, often people who are too busy or do not have the skills to write.
The Team Writing process solves this problem by using a division of labor. Some members of the team can understand what an expert is saying and explain the story. Other members convert that story into effective content. The team creates a better outcome than anyone could do on their own.
Capturing Differentiating Knowledge: How the Editor/Analyst Role Bridges Tech and Content
One of the key features of Team Writing is the use of an editor/analyst role to perform research interviews with experts. The editor/analyst role bridges the gap between the complex world of technology and the product and the domain of content creation. The analyst skills enable complete understanding of what the expert is saying. The editor skills help identify the news, that is the compelling stories present in what the company is learning about making its product successful. The editor/analyst explains to the rest of the team how the research should be crafted into compelling content.
Marketing Know How:
Purpose-built Content For Technology Marketing
Every type of content has its personality. Ads and blogs get right to the essential point. White papers may spend much more time on context and then build a rock solid argument. Infographics, eBooks, and videos entertain while they tell the main points of the story.
Since 2003, Evolved Media has created numerous examples of all of these types of content and received feedback from our clients about what works and what doesn’t. We won’t give you a wall of text when bullet points, headings, and graphics are needed. We also won’t shy away from presenting a deep dive when that’s needed as well.
We know how to create content purpose-built to perform well in your marketing programs.
Deep Domain Knowledge:
We Understand Your Braintrust
At Evolved Media, all of our team members are steeped in the world of B2B technology. We can understand our braintrust but also use our creative talents to suggest new ideas once we get the story. This domain knowledge is a key element of achieving the goals of working with an agency: creating better content together than we ever could separately.