McClenahan Bruer (McBru) crafts content marketing strategies, practices, and assets that feed tech B2B audiences.

1. CONTENT
MARKETING
Crafting strategies,
practices, and assets that
feed tech B2B audiences.

2. STRATEGY
Pinpointing market needs and your current
asset inventory, and then defining the
processes and plans to hone your content
McBru Content Marketing Services
machine. McBru has been developing content for technology markets
since long before the term “content marketing” caught
fire. We’ve come to know technologists intimately over the
years: engineers and IT managers hate being marketed
CREATION
Writing, design, and development of to, but they hunger for relevant information to help them
tech B2B assets, based on our expert work smarter and create more competitive products and
knowledge of your market and the latest services. So we’ve fed that appetite, serving up nutritious
technologies.
white papers, web content, case studies, email blasts,
newsletters, videos, infographics… you name it.
DELIVERY
We do this better than just about anyone because we live
Augment your marketing programs with
McBru interactive, social, print and event and breath technology. We understand tech B2B buyers
expertise, available on-demand to engage and influencers and – being a full service firm – we know
your audiences.
how the whole marketing machine needs to work.
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3. Content strategy
McBru has honed its tech B2B marketing expertise across In parallel with funnel mapping, we conduct a content
a spectrum of clients and disciplines, including content inventory to determine exactly what assets you have, which
marketing, customer engagement, and market research. need to be updated, and where they all live. The deliverable
We apply those rare insights and proven methods to our for this phase is a gnarly spreadsheet detailing every content
content strategy practice. type and its location, grouped by product or market focus.
We start with funnel
mapping. First, we define
your target audiences’
content needs at each stage of
the sales cycle. We zero in on what
questions technical and economic
buyers will ask at which point in the
cycle, and where they look for answers.
We do this through:
Research and strategic planning paves a path ahead.
• Interviews with internal executives, product managers,
and subject matter experts, and Our final phase is analysis and strategy. We conduct a gap
analysis, determining which of the assets needed from the
• Direct market research among technical and economic funnel mapping phase already exist in your inventory, and
buyers through online smart surveys and one-on-one which don’t. We also create a custom content development
interviews. process that takes into account your internal resources,
budget, program needs and business objectives.
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4. As we map this knowledge to your in-house expertise and
assets, we use our experience running and measuring real-
world makerketing programs to tune our reccomendations.
In other words, we know content itself is not the end goal;
engagement and revenue are the results we’re focused on.
Videos for raising awareness and preference.
We can put arms and legs on your content strategy by
developing planning documents and editorial calendars,
in collaboration with your subject matter experts. With our
understanding of web, email and social media processes, we
can connect the dots between content sourcing, production
and distribution. White papers, case studies and other
in-depth assets.
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5. Content creation:
WRITING, DESIGN AND PRODUCTION
If there’s one thing we hear again and again from clients, it’s
that McBru really understands technology audiences and
how to effectively communicate with them. That’s because
our in-house writers have deep experience in understanding
and explaining very technical subjects. Strangely, they
love the challenge, and have a commitment to clarity and
results. And, whether the deliverable is a whitepaper, case
study, blog post, tweet, video or infograhic, it all starts with
writing. We are justifiably proud of our writing and would
love to share examples.
Our design, development and project management resources
practice excellence in their crafts as well as sensitivity to
how technology should be presented. Our work is regularly
experienced through websites, email, banner advertising,
video players, and, yes, even print. In every case, our clients
count on consistently high quality content, on time, with a
minimum of explanation and review on their parts.
Infographics and motion graphics for visual storytelling.
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6. Delivery over any medium
In many cases, we deliver content assets to clients to use in
their in-house programs and channels. But just as often we
also have the responsibility to deliver the content to target
audiences and measure the response, be it views, sign-ups,
leads and other forms of engagement. Only a full-service
firm can do that: help you at every step of your content
marketing from initial strategy to another satisfied customer.
Social media content development and management. Writing, design and development for email and web.
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7. Why McBru?
• For 20 years, McBru has helped B2B marketers
communicate with technologists around the world. We
understand the audiences’ information needs, their
terminologies, even what keeps them up at night. We
can quickly understand your content needs, and weave
in our expertise to make a powerful content arsenal.
• Nothing beats having in-house writers dedicated to the
tough business of tech B2B content. You won’t have to
waste time explaining what your product does; together,
we’ll craft the best expression of value that your market
has ever seen.
• Our design team not only wins acclaim, but also the
eyes and minds of technology audiences. For large
brands to small companies, we have designed and
developed materials that fit the requirements of online,
print, social, and live channels.
In 2012 alone, we won a Best in Show Davey Award and a
• McBru is your content marketing machine packaged Webvisionary Award; let our next award-winning project be yours.
within a full-service marketing firm. We know how
content works out in the wild. So our programs and
deliverables are designed to achieve your ultimate
marketing results.
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8. Elise F. Burke
Director of Marketing and Sales
direct: 503.546.1017
mobile: 503.459.7545
elise@mcbru.com
www.mcbru.com
LET’S START SOMETHING.
elise@mcbru.com
www.mcbru.com
www.mcbrublog.com
@mcbru
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