Brightpearl, based in Bristol, UK, and San Francisco is a provider of real-time accounting and inventory management software for multichannel midsized retailers.
The company was at a point of expansion, both in the market and geographically. To support these efforts, Brightpearl’s marketing team had a plan to enhance the quality and breadth of their content marketing strategy.
To develop that strategy and content plan, I began working with Grainne Shaughnessy, Brightpearl’s marketing manager, to gain a deep understanding of their marketing and business goals, the aspects of their software, and ways they had improved business for midsized retailers.
Obtaining insights into the challenges of SME retailers, I developed a value and solutions based, customer-centric content model – consisting of blogs, e-Books, white papers, customer stories, landing pages, ghostwriting contributions to major media organizations, and partner blogs – aimed to differentiate Brightpearl’s position with existing customers, complement lead generation programs, and grow their presence in the retail market.
“Kim was skilled and quick to understand Brightpearl’s complex value proposition. Also, the support and enthusiasm she’s offered whilst working together has been invaluable,” said Grainne.
Over the course of the contract, I researched retail trends to keep up with and stay ahead of what retailers were facing during each season and as new technologies emerged; changes that would impact they way they did business. Pitching content ideas and concepts, the aim was to establish Brightpearl as a business resource retailers turn to not only for Brightpearl-specific knowledge but for retail insights that impact all areas of how they grow and streamline their business with fewer resources, and best serve their customers.
By consistently delivering quality content over time that resonated with their target audience, Brightpearl had an opportunity to increase engagement with lead generation campaigns while growing their subscriber base. Subscribers that could, in turn, become happy and thriving Brightpearl retail customers. Retailers that had the potential to become another Brightpearl success story.
Brightpearl Blog Samples:
Kim was skilled and quick to understand Brightpearl’s complex value proposition. Also, the support and enthusiasm she’s offered whilst working together has been invaluable. I look forward to working with Kim again in the future.
Grainne Shaughnessy, Marketing Manager, Brightpearl
Additional Brightpearl Content Samples:
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