Case Study: 2X Your Emails By Changing One Word

Ampersand Technology is an IT services company with the tagline “**Uniquely Human.”**

And while we did a lot of work together, their email saw the most growth by far.

The Challenge

In a place as fascinating as Alaska, cybersecurity service providers face a lot of unconventional problems trying to get their customers taken care of.

Whether tundra collapses around a fiber-optic cable or power outages from blizzards — the winter cold and technology don't always bode well together.

Ampersand's customers regularly need to fend for themselves, but cybersecurity is too complicated as an overall subject. How could we focus on an area of cybersecurity most important to small businesses?

As the consultant, I suggested we focus on a single, simple concept under the big cybersecurity umbrella: Information Security.

Here’s how I helped Ampersand double their CTR.

Description

I began working with Ampersand Tech in 2020 on their blog to improve their thought leadership. From that project alone, we grew into managing their email newsletter and completely revamping their website copy.

All throughout it, they aimed to be “Uniquely Human,” giving me a strong sense of direction for their content style, approach, and strategy.

Together, we developed a content calendar that worked not just for us to publish, but for their current and potential clients to benefit from, too, when they signed up for the email newsletter.

The Process

Keeping things fresh after years of consistent posting is a challenge for anyone. Luckily, I know that it doesn’t take massive action to see massive results.

My goal was to help Ampersand Technology change their marketing approach bit-by-bit, rather than try one massive overhaul after the next.

1. Content Strategy

By the time we posted The Small Business Guide to Information Security, we had a fairly established posting process. Clients knew what to expect from us — how could we surprise them with a new experience?

2. Content Structure

The same blog post can be written hundreds of different ways, depending on the audience. Ampersand’s audience is people-first small businesses. These business owners know that they can’t do everything — which is why they hire Ampersand — but they also don’t know that until they try.

That was our “in”: Showing their readers exactly how much work it is to manage your own information security.

3. Content Promotion

Here’s where everything comes together. Instead of promoting the blog post as just another blog post, we called it something entirely different: A Guide.