WFB helps MYOB bring their content strategy to life

Firing up the content machine

In 1992, we were all just working out this computer thing, and MYOB was bookkeeping software you could buy in a box off the shelf. It was – quite genuinely – revolutionary. And like pavlova, Phar Lap and Crowded House, Australia nicked it.

We’ve been lucky enough to work with the MYOB Enterprise team since 2016, and recently we spoke to Serena Nance, their Content and Events Marketing Manager, about her experiences working with the WFB team.

Serena joined the company while they were rearranging its internal structure. She did some rearranging of her own, flipping the way her department approached customer success stories and creating a content strategy – all of which needed writing, and lots of it.

Freelancer expertise, agency continuity

While the quality of the writing is always top of the importance pile, Serena says our magic sauce is really about our processes and communication.

“The whole Words for Breakfast team has been really great to work with. I see them as an extension of the MYOBEnterprise content team.”

She loves that we offer “a nice balance” between working with a freelance writer and an agency.

“Freelancers come in and out, whereas WFB leverages ongoing learnings across projects. You have the benefit of account managers to keep things moving, but I can still talk directly to the writer if I need to.

The WFB word spreads

At  first, WFB worked just with Serena’s department, but then other teams started  to get in touch.

“I  got questions: ‘Where did you get that content from? I’ve heard the content  is converting – how did you do that?’ So, I started introducing colleagues to  WFB,” says Serena.

Now  we’re working across the MYOB business

“It’s  my reputation on the line, so, if I say they’re good, I honestly have to  believe it.”

Distanceno drama

Based in Australia at MYOB head office,Serena was hesitant at first about working with a New Zealand-based team. Shesoon found the time difference and distance didn’t add any complexity.

“I quickly had those concerns soothedwithin a couple of months of working with WFB.

“And then COVID hit and when wetransitioned to working from home, there was no change with how we worked. Usingvideo conferencing for meetings became the norm.”

Nailing  briefs, fast

Serena  says our team goes above and beyond. When she tasked us to write a summary  document in a day, we delivered.

“They  knew how to make it exciting and we got the first draft within 24 hours. Most  agencies couldn’t manage that.”

The  document did what Serena wanted it to do.

“In  the post-event emails, double the amount of people downloaded the booklet  than watched the webinar.”

 

Better quality, better engagement

While WFB’s copy is only as good as the strategy and implementation of a campaign, we’re so proud to be part of the MYOB Enterprise team’s success. They’ve seen a “significant increase in all the important engagement metrics” – more eBook downloads, clicks through to content we produced and time spent on page, to name a few.

“It’s been so great to have you help bring our content strategy into reality – it’s giving us such great results. Increasing the engagement then leads to a larger awareness audience, which is critical to building the lead nurture funnel,” Serena adds.

 

Improved engagement

Great communication

Record-setting increase  

IN AUDIENCE AWARENESS

Engagement metrics  

SIGNIFICANTLY INCREASED

Jo McCloy

JFM Creatives

"The work has been really good, timely and accurate."

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