Building credibility with content

An emdash case study about writing success stories for Option3, an award-winning automation provider.

While going to the market with their RPA product, JiffyRPA, Option3 had learned a simple lesson: ‘Show, don’t tell’. Case studies — and measurable impact — was an important boost to credibility, while having sales conversations. To write case studies and other bottom-of-the-funnel content, Option3 came to us.

Client: Option3 | Project: Developing case studies| Engagement model: Retainer

Our process

Step 1: Learning what matters

While building bottom-of-the-funnel content, it is important to understand what moves the audience. From several conversations with the marketing and sales teams at Option3, the one thing was getting clearer: Customers make decisions when they see proof of business impact.

Or like Seth Godin would ask, “are people like us doing things like this?”

Step 2: Building the structure

The story behind every RPA implementation was interesting for those of us who know the team and their work. But the customer might likely be looking for a skim-able story. So, Option3 recommended a structure that’s made of smaller sections, visually highlighting elements that matter. We began with the tl;dr of GenX, Executive Summary.

Which was, of course, followed by the classic storytelling structure: Identify problems > present solutions > measure impact.

Step 3: Writing for the audience

We chose relevant and relatable language to tell our story, staying focussed on measurable outcomes.

Sample title

JiffyRPA Automates Claims Processing For Global Health Insurance Provider; Reduces Time To Complete From 6 Days To 7 Minutes.

We stuck steadfastly to simple, clear, jargon-free language.

Sample problem statement

Delays in claims processing

It took up to 6 days to complete the review of a single claim. Given customers typically reached out to an insurance company in situations of medical vulnerabilities, this was too long and unacceptable.

We presented JiffyRPA’s prowess in context.

Sample solution statement

Intelligent document processing

Leveraging cognitive automation capabilities, the bot verifies the claim and checks the document for any information pending from the requestor.

We let the numbers do the talking.

Sample impact statement

ROI realization in 6 months

Step 4: Building consistent repository for all their case studies

Each case study played a central role in Option3’s website. We brought together nearly a dozen of them, within two weeks, building consistency for language, style, tone, format and intent.

Step 5: The obvious and not-so-obvious touches

As the content partner on record, we work on a variety of things for Option3. In addition to these case studies, we also wrote copy for the entire website. We continue to build use cases for them and write their blog. This also means that we know them better than we notice.

For instance, while writing the case study for the banking vertical, we instinctively knew that Option3 being identified as a gamechanger in the BFSI space by IDC was a fact their customers would care to know. We weaved that into the story too.

Outcomes

As part of their website revamp initiative, the dozen or so case studies allowed them to:

— Present their work (and their successes) in an organised, searchable, consistent and succinct manner.

— Position themselves as a credible global brand by leading with measurable outcomes.

— Present a bold and passionate brand story.

In the past, we have tried several writers and agencies to help us with our content strategy. While good writers are aplenty, no one was able to understand the intricacies of RPA marketing, combined with B2B writing. When Ranjani presented her sample assignment we were pleasantly surprised by how well she had understood and elaborated on the little input we gave her. Since then, we’ve had emdash on retainer as our content partner.

emdash takes care of all our content and design needs — blogs, case studies, social media, email newsletter and more. They are a true partner. They don’t restrict themselves to content writing alone; they go the extra mile to make sure their content is contextual and fits into our strategy.

Looking forward to many more months and years together in our marketing journey.

— Payeli Ghosh, Co-founder and CMO, Option3

Team on account

Account Director: Ranjani

Account Manager: Gopal

Writers: Vasudha and Ranjani

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