Mindful Content Strategy

Event ProductionWebinarVideoBlogGuidePresentation
Written By Jared Evers

Overview

Our goal with content at Mindful was simple: be education and entertaining.

Most brands in our space loaded their content with tech jargon. Things were difficult to understand, hard to digest. And, most often, primed at shoving a product down the audience’s throat.

Meanwhile, these brands were also boring. We knew that our audience was more technological than other industries, but we recognize that they’re still humans — and humans have short attention spans.

So we aimed to make every piece loaded with information that was actually helpful, and packaged in a way that stood out and captured attention.

Results

  • Earned #1 search result for our primary keyword in 1.5 years

  • 40% of target accounts attention captured via Podcast

  • Sped up sales cycle 15% with demo video library

  • Highest-attended session at key industry tradeshow

 

Execution

Here’s a portfolio of content marketing I worked on through my two years at Mindful.

 

Blogs and Guides

We had a specific SEO strategy targeted at the precise pain points and goals our audience focused on.

  • Key metrics for contact centers like CSAT, NPS, AHT, FCR

  • Customer Experience (CX) as we aimed to break out beyond the contact center

  • Callback, our bread and butter solution that we needed to own as it was becoming commoditized

We used a classic hub and spoke model to get our big keyword pieces (guides) to rank, with spokes to point back to the hub piece.

You can see all blog posts I worked on the Mindful Blog (if it still exists) and Mindful Guides.

Webinars

I made sure each webinar was top-notch to stand out in the market and interesting enough to warrant our audience’s attention.

Snackable CX Podcast

I directed, produced, and co-wrote our industry podcast, Snackable CX. While the audience was small, we were able to use Wistia to track key engagement across 30% of our target accounts.

Here are some places it might still live:

Demos and Explainers

We wanted to make sure it was really easy to understand what our product accomplished in really simple terms.

For filmed demos, I concepted, wrote, directed, produced, and acted.

For animated demos, I wrote, directed, and voice acted.

Conference presentations

I directed our customer sessions to make sure they were telling our joint story in the most compelling way. I also wrote and directed our branded sessions. CCW program managers told us our sessions were “the most well-attended sessions to-date at CCW.”

Jared Evers http://www.jaredevers.com
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