Big Bang LLC is an IT company occupying an ultra-specific niche. In large enterprises with hundreds or thousands of individual computers, IT administrators waste endless hours setting up, configuring, and updating each one. Big Bang offers the only available tool that automates that process. The Universal Imaging Utility enables the hardware-independent deployment of a Windows OS image to any laptop or desktop regardless of manufacturer or model, saving administrators countless hours of tedious, routine work.

Understandably, a business with such a specific market needs extremely tailored content. Big Bang is a client of AngelVision, an Internet marketing and advertising company. When Big Bang opened up about its need for highly specialized content, AngelVision encouraged the company to get in touch with its marketing partner, Proven Systems, Corp., in Fort Collins, Colo.

It’s a great match: Nathaniel Bauer, Big Bang’s marketing director, is impressed by how seamlessly an outsourced newsletter fits into their marketing plan. Imaging Insights, the bimonthly newsletter that Proven Systems crafts for Big Bang, integrates perfectly with the company’s complete content marketing program, which includes blogs, social media, how-to videos, and an Impact Movie.

Continual connections
“The newsletter is a great multi-use content medium,” Bauer explains. “On its own it provides a non-salesy way to keep our content in front of leads, provides content that’s applicable to our customers, and offers a chance to prospect. Another major benefit is the ability to take individual assets from the newsletter and re-use them as blog posts, tech docs, or informational one-sheeters.”

Continually keeping the company in prospects’ minds has always been a challenge for Big Bang because of the company’s long sales cycle, which can take six to nine months or more. Closing a deal requires facilitating a series of conversations between the target user and the target buying authority, and Bauer says having a monthly newsletter can actually help move the process along.

“Providing resources and content during the sales cycle, particular to each target, is vital to get those conversations completed and the opportunity converted,” he says.

Higher-quality content
With a limited marketing budget, Big Bang’s content marketing efforts have shifted to an emphasis on higher-quality content, more frequent blog posts, instructive tutorial videos, and tighter, more focused email marketing campaigns. The biggest challenge has been providing the right content to the right people at the ideal time.

How has Proven Systems met those challenges? Bauer admits that he was skeptical at first. “Because of our ultra-niche market and specific technology, it takes a great deal of work to understand both and effectively market to our target audience,” he says. But Proven Systems overcame that skepticism by delivering amazing results.

“I have been extremely impressed with the way Proven Systems understands our business, the technology we provide, and the nuances of our market,” he says. “From the very first newsletter to present, I am continuously surprised by how little editing I have to do on each article, particularly when it comes to technical accuracy.”

Making life easier
And far from adding one more thing to Bauer’s overloaded plate, working with Proven Systems has actually “made life much easier” for him.

“The Proven Systems team does exactly what an editorial team should do,” he says. “They send plenty of reminders so I don’t have to remember dates, provide a user-friendly template and easy system for the editing process, and provide lots of follow-up and feedback.”

Bauer feels that the newsletter Proven Systems provides has definitely helped round out Big Bang’s content offerings, and the company’s overall campaign is going “much better” as a result.