Blog

MiradoreCrafting a winning in-bound B2B content marketing strategy

Challenge

As Miradore approached the year leading up to its tenth anniversary, the company needed a way to step beyond traditional AdWords keyword advertising to engage, entertain, grow and retain its user base and audience of IT professionals and managers. The entire IT world is shifting to variations of cloud services, from infrastructure built on shirink-wrapped software on in-house PCs. With a shift likewise happening towards new types of devices, Miradore needed their new Mobile Device Management solution to stand out. In the longer term, the company needs to show it has a vision of where the world is heading with the operational and security challenges of the Internet of Things.

Solution

We started working with Miradore to polish the writing on their web site with SEO goals in mind. We quickly shifted towards producing regular blog and newsletter content. We wanted to mix Miradore’s steady stream of product updates with readable, interesting and useful information for IT Managers, small business owners and interested enthusiasts to enjoy and share. Topics we’ve covered include bookmarkable lists of tech training resources, information security tips and conference talks, along with ongoing presentations of the benefits available to users of Miradore products. Further ground covered include press releases, native advertising in trade publications and customer interviews for case studies.

Outcome

Miradore has continued down a path of establishing their generous freemium Mobile Device Management offering in a highly competitive industry, often citing benefits like Finnish privacy protection and approachability. We’ve helped Miradore build up entirely new audiences and convert them to customers, while helping the company’s very customer-focused support and development teams stay in touch and get feedback from the field.

WhimCreating a brand for a revolutionary app

Challenge

MaaS Global enlisted us to take the Whim concept to the next level. We were not only challenged to help come up with the name, but to fine-tune the Whim brand and identity, too. They also asked us to promote the benefits of their amazing service to consumers, industry insiders, and investors – in Finland and internationally.

 

Solution

We started by creating copy for the app and its English and Finnish website, as well as a script for a video that showcases how the unique Whim service works. After that, we were able to start sharing the Whim story. We did this in a number of different ways, from blog posts to concept videos, articles, press releases, and presentations.

 

Outcome

Whim has now expanded beyond Helsinki to several international cities. The app has garnered numerous awards, including the coveted Design from Finland mark. As for getting the Whim word out there, we must say things have gone quite well – just have a look at these articles from The New York Times and The Economist!

SupercellHelping newcomers navigate Helsinki life

Challenge

Moving to a new city or country is exciting, but it often involves challenges and confusion too. Supercell wanted to prevent this, so its new recruits could make the most of Helsinki and Finland straight away.

 

Solution

Using their unique combination of research and personal experience, Ink Tank Media’s multicultural team created the Living in Finland Guide and Apartment Guide. While educating readers about everything from parental leaves to communal saunas, the guides also introduce them to Supercell’s glorious gang of game characters.

 

Outcome

Thanks to the guides, Supercell employees can safely navigate their everyday life and survive the quirks of Finnish culture. With less time spent wondering about winter wear and where to buy dinner, they can focus on what they do best – creating awesome games that the world loves to play.

Kämp Group – Hotel St. GeorgeTranslating for world travelers

Challenge

Before opening its doors, Hotel St. George needed help creating, editing and translating website content, internal materials and press releases. What’s more, every piece of content should work as a cohesive whole, clearly expressing St. George’s one-of-a-kind tone of voice in both English and Finnish.

 

Solution

Working together with Hotel St. George’s marketing team, we put our transcreation skills to the test, translating materials from Finnish to English and vice versa in a way that lets the hotel’s unique concept truly shine.

 

Outcome

Hotel St. George is looking forward to a successful launch — and we can’t wait to experience its stunning ambiance in person after writing about it for over a year.

Nokia ConversationsCreating a successful content strategy

Challenge

Nokia wanted to maintain and develop this community into a powerful group of advocates for their devices. They needed to do this by both celebrating technology and the people who used it creatively. Yet at the same time were looking to reach new people who weren’t using Nokia smartphones.

Solution

We worked with Nokia to relaunch the Connects blog in a way that would appeal to both their core audience and people totally unfamiliar with the company and its products. To do this, we created stories that, although technology flavoured, had a far wider appeal. We then promoted it in ways and on channels Nokia had never used before.

Outcome

The site’s unique visits more than doubled, from 90 thousand a month to 250 thousand a month. What’s more, many of these new visitors came from the US, a key market in which Nokia was eager to make an impact. In fact, the site was so successful that it was eventually given its own section on Nokia Conversations, helping to make it one of the world’s top five most-read corporate blogs.    

The Finnish National Opera and BalletReaching a wider audience with English transcreation

Challenge

Because it draws audiences from all over the world, the FNOB needed to ensure that it can reach as many people as possible with information in English. This not only requires in-depth knowledge of musical terminology, but the know-how to accurately capture the poetic beauty of song and dance.

 

Solution

Working with the FNOB is the perfect opportunity to let our transcreation skills shine. We create English-language versions of the original Finnish-language texts, such as website copy, seasonal brochures, programme leaflets, and video subtitles, that gracefully convey the company’s passion for the arts.

 

Outcome

Our work with the FNOB has resulted in an ongoing partnership in which everyone involved is happy – especially the audience!

The Microsoft Devices blogManaging a community and creating compelling content

Challenge

Nokia had an incredibly loyal following and tens of millions of fans across the globe. Microsoft’s challenge was to maintain and grow this passionate community while encouraging them to be advocates for the Windows Phone brand.

Solution

Building on years of experience of community management, we helped rebrand the new Microsoft Devices blog. This involved creating a unique series of stories, which celebrated passionate Lumia users in new and exciting ways.

Outcome

The blog proved invaluable in helping transform a passionate community of Nokia fans into a passionate community of Windows Phone fans. Our stories were shared more than ever before, read more than ever before and commented on more than ever before.

Moomin CharactersSuccessfully launching an iconic brand online

Challenge

The author of the Moomin series, Tove Jansson, and the stories themselves provided a wealth of material. The challenge was to create content that would engage old fans, yet appeal to people unfamiliar with Moomin and Tove, too.

Solution

We created a varied editorial schedule of stories, which showcased not just the characters and their author but also the culture, country and society that influenced Tove Jansson’s writing. We then promoted the stories on a wide variety of channels and in a wide variety of ways.

Outcome

The site went from 200 visitors a day to 3000 visitors a day and our most popular story was read by over 60 000 people from all over the world, hitting the front page of the social news site, Reddit. In three months, the blog reached over 270 000 people. Moomin now has a great place online for a thriving community of fans, new and old alike.

Tekla software by TrimbleCreating awesome e-books for cutting edge B2B software

Challenge

A major player like Trimble needs materials that clearly explain the value of their products to a global audience. And when the products are as complex as Tekla software, it’s no piece of cake to create content that is both knowledgeable and understandable. What’s more, the industry is currently in the midst of technological disruption, with tons of new tools and methods becoming the new standard, which means that all materials must be thoroughly researched and up-to-date.

Solution

To help those in the construction industry stay tuned into the complexities of modern construction, Tekla brand is dedicated to creating informational content that clearly explains the benefits of their tools. With additional focus on the industry in flux, Tekla’s content is a great example of valuable thought leadership. At Ink Tank, we delved deeply into the complicated world of structural steel, construction, and BIM so that we can help create materials that both explain and inspire. These include everything from in-depth ebooks to white papers and reference cases.

Outcome

Thanks to Tekla’s dedication to informational materials, clients and industry insiders around the world have access to valuable insights into the benefits of BIM technology in an industry undergoing a revolution. The materials we have created help to make a complex topic more accessible, while still upholding Tekla’s high standards for accurate information.

WeaveBuilding a B2B brand from the ground up

Challenge

The Weave founders wanted help turning their fantastic idea into reality. Building a brand from the ground up is never an easy task, which is why they asked for our guidance throughout the entire pre-launch process – from company name concepting and finding the right tone of voice, to crafting solid content marketing plans.

Solution

Our first step was to find a name that reflects the agility, flexibility and strength of the new company. After hundreds of ideas, Weave was chosen as the winner. The next step was to introduce the company brand through website copy, press releases, recruitment materials and content marketing.

Outcome

Weave had a successful launch in October 2016, and they’ve managed to hire exactly the kind of candidates they’ve been looking for to fuel their expansion. With a unique place in between startups and old school corporations, these days they’re busy doing what they do best: creating custom-designed, customer-focused solutions.