Providing content strategy, content creation and paid & earned media to a range of industries, Brandpoint helps clients find their voice and stay in front of their audiences. Brandpoint's audience, however, was not finding them online.
Claire Berge | Director of Marketing, Brandpoint
“ArcStone was super flexible—customizing the redesign process to our needs. The team really got to know our brand and our audience while also providing valuable consultation to make us think about our audience and how to best use our website to communicate with them.
ArcStone “gets it” and all our web metrics indicate success. Simply put, they’re just great people to work with.”
Companies that offer both products and services often find themselves with double vision when it comes to organizing site content to speak to these distinctly different customers.
After deep research in the marketplace and interviews with key stakeholders, we dove into mapping out key content and finding opportunities to engage these two primary audiences—Brandpoint Services vs. BrandPointHub. Each had distinct pathways to the targeted landing pages.
(this includes eBook, case study, and other resource downloads)
Up against big production houses, boutique agencies and SaaS products, we determined the best approach would be to promote Brandpoint's most important asset—its people. We created a streaming video to provide a glimpse into the Brandpoint office showing their teams in action. By placing this on the homepage, we empahsized to the user, with Brandpoint you’re not getting content from a swarm of freelancers, it comes from in-house experts.
Brandpoints eNewsletter list grew 500% — as they’re in the business of content, having a robust email list to send latest blog content to is extremely important to nurture leads