A content library for a SaaS platform launch

Before being bought by Infobip (now a Beneath customer), OpenMarket was a mobile messaging megabrand – particularly in its core US market. In the Beneath case study over here, we talked about how we helped OpenMarket create a new brand and story for its messaging platform, Indigo. But such a significant platform launch required a library of content too…

Working closely with the OpenMarket marketing team, we were tasked with creating a content program that would help raise awareness of Indigo, educate customers, partners and prospects about its value – and, ultimately, convert them into Indigo users.

All the launch content was build on a foundation of messaging developed as part of the Indigo positioning and brand strategy work. However, nuanced stories had to be delivered to different audiences, depending on whether they were partners or key target verticals

Four key solutions formed the Indigo multi-channel messaging platform – Connect, Exchange, Insights and Create. Both Connect and Exchange were in early development. So we focused on raising awareness and educating our audience about the benefits of Create and Insights.

We also needed to generate interest in the various messaging channels Infobip was supporting. One particularOpenMarket messaging solution, called Branded Messaging, was a key attraction.

Setting out the value of an extensive SaaS offering, to different audiences with different needs requires a meticulous content management process is needed (especially when time and budget are in short supply). Focusing on content creation economies of scale, and content atomisation, is everything. In three months, OpenMarket had a library of videos, social ads, emails, web pages, infographics, webinars, ebooks, Q&As, and datasheets to help move prospects down the sales funnel.