About the client
SiteOwl is a project management platform for security integrators and security system owners.
At its core, security integration is a reseller- and service-based business. Integration companies work with customers to design a security system around their unique building floorplans. Once approved, the integrator team buys the equipment from the manufacturer, installs it at the customer’s location, and hands the entire system over to the customer’s team, who needs to manage and maintain dozens (sometimes thousands) of security devices by themselves — forever.
If that sounds incredibly complicated and painful on both ends, that’s because it is.
I was hired to help SiteOwl build a website explaining their product to industry professionals and have played a critical role in their content creation, marketing, and outreach efforts.
Getting the Details Right
Horror Tree uses a traditional Q&A format for their interviews. The interviewer’s question is clearly displayed above the author’s answer.
This format is different from the interview-to-article format that you’ll often see in journalistic reporting because the majority of the interview is likely to make it to the reader with minimal changes along the way.
With this in mind, I spent the majority of my time tailoring interview questions with publication in mind. I dug into the author’s publication history, read some of their work, and got a good handle on what they were trying to do with their publishing career.
Because Horror Tree caters to amateur authors, I made sure to include some mentorship opportunities for established authors to provide advice and guidance to Horror Tree’s readership.
From there, I notified the author and waited for them to complete their half of the interview. Once complete, we worked together to refine the language, eliminate any typographical errors, and finalize the format before submitting the content for publication.
Creating Collateral
After SiteOwl officially launched its business, I shifted priorities from website copy to marketing and continued working with the organization.
Collaborating with the marketing manager and her design team, I built brochures, case studies, video scripts, and other forms of sales and marketing collateral that the team could use during sales calls.
Some of this content was freely released on the website while more valuable pieces were used as lead magnets to prompt mailing list signup and customer information capture.
Reaching Out
Horror Tree uses a traditional Q&A format for their interviews. The interviewer’s question is clearly displayed above the author’s answer.
This format is different from the interview-to-article format that you’ll often see in journalistic reporting because the majority of the interview is likely to make it to the reader with minimal changes along the way.
With this in mind, I spent the majority of my time tailoring interview questions with publication in mind. I dug into the author’s publication history, read some of their work, and got a good handle on what they were trying to do with their publishing career.
Because Horror Tree caters to amateur authors, I made sure to include some mentorship opportunities for established authors to provide advice and guidance to Horror Tree’s readership.
From there, I notified the author and waited for them to complete their half of the interview. Once complete, we worked together to refine the language, eliminate any typographical errors, and finalize the format before submitting the content for publication.
