Engaging, usable content attracts +3,000 new unique visitors to the website

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Automation experts leverage tailored content
to boost and diversify their reach

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With over 100 successful implementations under its belt, Flobotics excels at aiding businesses from healthcare, finance, insurance, and other industries to generate savings and improve workflows through RPA and intelligent automation.

“Our mission is to help companies across different industries automate and speed up their mundane processes, reduce operational costs, and unleash the productivity of their employees.”

Michał Rejman
CMO, Flobotics

flobotics.io/

Industry

Automation

Company size

11-50 employees

Location

Poland

Case study

Content marketing assistance, consultancy, and optimization

Content marketing in tech: a challenging opportunity

Flobotics, a specialized software company offering RPA services, grappled with the typical tech industry challenge of communicating the value of sophisticated solutions to its target audience.

To sell their software, tech companies usually need to attract non-technical decision-makers: founders, C-suite executives, high-level managers, and other roles involved in purchasing decisions.

These people come from various industries and are knowledgeable in their respective fields but often lack a deeper understanding of concepts like intelligent automation, RPA, or AI.

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"Engaging the audience in B2B tech content can be quite a journey.
The first challenge is the complexity of the subject matter. The ins and outs of
RPA, AI, and automation can often be quite nuanced and complex,
making it quite a challenge to talk about RPA
engagingly without losing the technical essence”
Michał RejmanCMO, Flobotics

Then there are operational challenges. Software houses and tech companies work in a fast-paced and constantly shifting environment, not only when it comes to development but also to marketing.

This often leaves them with little time and resources to research the needs of all personas and create engaging, educational, and compelling content that attracts these audiences.

As a result, creating content for tech companies is a constant balancing act. One needs to align technical jargon with compelling storytelling, education, and product benefits, all while remaining relevant to diverse personas and industries.

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"On the one hand, you need to provide your audiences with
something easy to read and understand, but on the other,
you need to provide business and technical value.
B2B decision-makers usually look for concrete ROI and practical solutions”
Michał RejmanCMO, Flobotics

The key to content marketing success? Cooperation and understanding

In our experience with B2B clients, involving all company roles is vital for effective content marketing, ensuring that the content conveys the full product value, including technical details.

The fact that Flobotics is well aware of the value of good content was hugely helpful. Subject matter experts from each team—developers, automation consultants, and salespeople—are involved in content creation, providing input for each piece and reviewing it.

We collaborate with Flobotics' marketing team to optimize content for their target audiences, SEO, and engagement, actively contributing to both long- and short-form content on their blog and social media to address industry-specific needs and personas.

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Result

With our assistance, Flobotics are bringing their content marketing to a new level.

New articles are focused on educating the audience and proving the value of RPA automation. Industry-specific blog posts help Flobotics attract various potential customers by showing how automation can facilitate work in any sector.

By offloading some of the marketing efforts to 6Minded, Flobotics can publish more content regularly, boosting long-term engagement and establishing itself as an authority in the RPA field.

+3000

Unique users attracted to the website through content

+10%

Increase in monthly blog traffic

+10

Articles published within a few months of cooperation

One of our top priorities was to address the needs and pain points of non-technical decision-makers.
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To achieve that, we suggested a value-driven approach focused on benefits and proving that investing in automation will pay off.
From our experience, we know that the best way to convince executives of that is through facts: stats, use cases, and case studies showcasing success stories of Flobotics’ past clients.
However, while it’s tempting to only talk about advantages, it’s just as important to be candid about the hard truths.
In the case of automation, it’s the fact that companies like Flobotics can’t do all the work for their clients since a successful implementation requires their active involvement.
Communicating that openly—as well as the benefits close cooperation can
bring—through content allows Flobotics to set expectations and build trust.
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Another thing is avoiding technical jargon when possible. To engage the audience, you need to speak its language and explain complex necessary concepts in layman's terms.
This requires understanding all your personas, defining technical concepts in a simple but not dumbed-down way, or even creating entire content pieces dedicated to more complex topics to educate and show expertise.
"The decision isn’t individual. You need to take into account
different personas within one organization, often from different departments.
You are targeting multiple people, and you need to be ready to talk to each one of them differently and have tailored content ready for them.”
Michał RejmanCMO, Flobotics

Testimonials

Scandlearn is one of the top European providers of interactive online training for aviation professionals. The company was going through a complete redesign of its website and learning management platform and needed a comprehensive marketing plan to support this process.
Author
Mark Johnson Marketing Director, Scandlearn
Scandlearn is one of the top European providers of interactive online training for aviation professionals. The company was going through a complete redesign of its website and learning management platform and needed a comprehensive marketing plan to support this process.
Author
Mark Johnson Marketing Director, Scandlearn
Scandlearn is one of the top European providers of interactive online training for aviation professionals. The company was going through a complete redesign of its website and learning management platform and needed a comprehensive marketing plan to support this process.
Author
Mark Johnson Marketing Director, Scandlearn
Scandlearn is one of the top European providers of interactive online training for aviation professionals. The company was going through a complete redesign of its website and learning management platform and needed a comprehensive marketing plan to support this process.
Author
Mark Johnson Marketing Director, Scandlearn
 

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