TouchBistro drives sales opportunities, boosts search rankings with Scribe National
TouchBistro is a restaurant point-of-sale (POS) software and restaurant management company with operations in Canada and the United States, and customers around the globe. The organization was founded in 2010 with a mission to provide restaurateurs with innovative technology that makes running a restaurant easier.
TouchBistro’s POS and guest engagement solutions, such as online ordering and loyalty, have powered more than 29,000 restaurants worldwide. The organization, which has more than 600 employees, has been named one of Canada’s 50 fastest growing companies, and is an Enterprise Fast 15 award winner.
In this story, you’ll learn how TouchBistro worked with our B2B content writing studio to drive sales opportunities, and boost search rankings and traffic while saving time for its in-house marketing team.
“It makes everything easier to have a writer who is dependable. I know that Scribe is going to take each content brief and run with it. That’s extremely helpful when I have a lot of other priorities.”
— Katherine Pendrill, Content Marketing Manager, TouchBistro
key highlights
Sales opportunities attributed to multiple blog posts written by Scribe
26,440 organic hits on 1 case study alone in 6 months — TouchBistro’s most popular case study of all time
8x the organic hits per month on 1 blog post since updated by Scribe
#2 position on Google achieved for the primary keyword on 1 blog post after only a month
9+ minutes = average time on page for 1 blog post
strapped for time to create new content and drive website traffic
As the content marketing manager at TouchBistro, Katherine Pendrill is responsible for content planning as well as managing day-to-day content creation. Her team also provides support to other areas of the company, such as product marketing and sales.
Over the years as TouchBistro grew, content creation became a time-intensive undertaking to manage in-house. So, the company started looking to outsource some content production to external writers.
“We were trying to ramp up our content production without burying ourselves in work,” Katherine says. “There are certain things you can outsource easily and certain things you want to save your team's time for, like helping other members of the marketing team with their projects.”
TouchBistro was looking for a content writing partner that could hit the ground running. The writer needed to have an understanding of blog structure, search engine optimization (SEO) best practices, tone and voice, strategic calls to action, and overall B2B marketing objectives.
The company’s goal was to save time internally on content creation while publishing more top-of-funnel content, so TouchBistro could rank for restaurant-specific keywords and boost organic traffic.
“We were looking for someone who understood B2B blogging — which is obviously different from B2C — so there would be no hand-holding or micro-managing,” Katherine says.
Since much of the content TouchBistro outsources is top-of-funnel, the company planned to measure success by website traffic metrics and search rankings in the top 10 results for its target keywords.
an experienced, reliable content creation partner
While a colleague of Katherine’s initially hired Scribe National to write content for the company, Katherine decided to continue the relationship even after her colleague’s departure.
“When I took over the content manager role, it was overwhelming because I became a team of one,” she says. “So to have people who already understood TouchBistro's brand and content creation process was really helpful, even if they were external writers.”
Having worked with many writers in her career, Katherine has had positive and negative experiences.
“Communication can be strained with certain writers, but Scribe National is great to work with,” she says. “They're always thinking ahead, and it's a very smooth content creation and communication process. For me, it seemed like a no-brainer to continue the relationship.”
“The content Scribe writes provides that crucial education piece, especially for first-time restaurateurs and people who are trying to decide on new technology. It’s also valuable for moving people down the funnel and eventually converting them into customers.”
— Katherine Pendrill, Content Marketing Manager, TouchBistro
generating opportunities and traffic, improving rankings and saving time
TouchBistro primarily works with Scribe National to produce top-of-funnel and occasionally middle-of-funnel blog content, as well as customer stories.
The company uses a consistent content brief template with critical elements like target search keywords, backlinks, and a rough outline for each piece, which Katherine hands over to Scribe National to hit the ground running with the writing.
“The best part of the process is that I have very little editing to do on my end,” she says. “When I open one of their drafts, I know it isn't going to take up my entire morning. I've been on the other side of that when it takes hours to edit. There’s a feeling of relief when you see an email come in and you know it won't be a time-suck.”
Using Scribe National’s B2B technology content writing services helps TouchBistro save time, while providing peace of mind that content creation will be taken care of to a high standard.
“It's one less thing for our team to worry about,” Katherine says. “Our content calendar can still be full without it taking extra hours out of our day.”
In addition, TouchBistro has seen several thousand organic website hits per month from many of the pieces Scribe National has written, including 26,440 hits on one case study alone in six months — the most popular case study of all time for TouchBistro.
The company has also attributed multiple sales opportunities to blog posts written by Scribe National, and has achieved the #2 position on Google for the primary keyword on one blog post in particular after only a month of publication. And, the content Scribe has written has received high engagement on TouchBistro’s social media platforms, leading to the company’s social media manager asking Katherine for more articles of a similar nature.
“The content Scribe writes brings people to our website, and teaches them about TouchBistro and our products,” Katherine says. “It provides that crucial education piece, especially for first-time restaurateurs and people who are trying to decide on new technology. It’s also valuable for moving people down the funnel and eventually converting them into customers.”
a long-lasting partnership
TouchBistro plans to continue working with Scribe National in the future, and exploring opportunities to create more bottom-of-funnel content.
“Our marketing team has done really well with top-of-funnel content, and bottom-of-funnel is where we're focusing next,” Katherine says.
Her advice to other companies considering working with an external content partner?
“Past work examples are the most helpful, because they give me an idea of whether a writer understands long-form B2B content,” Katherine says. “It’s very different from email or social media copy. There are so many different avenues for writers that if you want someone to do B2B blogging, they need that kind of experience specifically.”
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