Bridgit makes construction less complicated from day one—so projects finish faster—with a field-focused solution that simplifies communications and coordination, increases accountability and visibility, and improves quality.
Project: Foundational Messaging, Brochure, and Website Content
Bridgit saw the go-to-market for a hotly anticipated new set of capabilities as an opportunity to refresh the overall company messaging; additionally, both to show off their differentiated product and to increase sales efficiency, Bridgit wanted to strengthen their product messaging and address some market misconceptions.
With a timeline of “ASAP” and a fully-loaded marketing team, Bridgit reached out to Cromulent.
After interviewing a number of internal team members and researching the construction tech space, we produced a comprehensive Messaging Guide that refreshed their company message, described their technologies, and clearly captured their capabilities.
Next, we authored an informative product brochure (leaving design to the in-house marketing team) to close a major content gap and to serve as a piece of premium, gated content on the website. In parallel, Bridgit’s marketing team updated website content to reflect the new messaging.
In only a few weeks, Bridgit had a fresh, up-to-date message and content which effectively conveyed the company’s capabilities.
Note: you can learn more about this project in the blog post Bridgit Hits the Refresh Button on Messaging
Project: Strategic Content Plan
With some basic needs addressed, our next project was to develop a strategic content plan covering the next 12 months, built entirely around supporting Bridgit’s major sales and marketing objectives.
This plan defined four program objectives and identified five supporting content strategies. With those in place, it proposed a twelve-month tactical plan—including specific types of content like use cases, success stories, and articles, and quarterly content priorities—in support of the strategies and objectives.
Finally, it discussed appropriate measurements which could be used to evaluate and adjust the plan as it was executed.
Note: you can find a content plan template on our Crommunity Resources page
Project: Solution and Use Case Library
The need for use case and solution material was identified in our earliest conversations with Bridgit’s leaders: they were concerned about a widespread market perception that Bridgit only addressed a single industry problem.
Through a significant amount of research—including conversations with Bridgit team members, reviewing customer interview transcripts, examining NPS survey responses, studying customer support tickets, and exploring third-party sites and resources—we identified 12 distinct use cases split across three problem-oriented solution families.
Next, we audited the existing material and created a content matrix to create a short-term content to-do list to bolster the use cases with images, videos, and testimonials.
We delivered our proposal in a comprehensive “Use Case Library” document which summarized the overall approach and included written content for the 12 use cases and three solution families.
Because we’d written out all the content and specified where to find supporting material, producing the final pieces was a breeze! Only two days after we delivered the use case library, Bridgit’s internal designer had turned each of the use cases into a one-page PDF perfect for sharing with prospects and for promoting via digital channels.
Additionally, the use cases were added to the website and—over the ensuing weeks—each was promoted over social media channels and referenced in blog posts and articles.
Note: you can learn more about this project in the blog post Bridging a Gap, which explains the process in much more detail
Project: Purposeful Posts
With the solution and use case library in place, we moved onto the next component of the content plan: articles and blog content.
But rather than just shove out content to hit arbitrary targets, we wanted to make sure the articles and blogs we produced served legitimate business needs.
To that end, we wrote a series of articles and blogs across three main segments:
- Contributing to sales enablement by addressing specific prospect concerns and buying barriers
- Validating product utility and value by telling success stories
- Showing thought leadership with original insights
Note: you can learn more about this project in the blog post Battling Against Buying Barriers