Overview
Email distractions are a working professional’s worst enemy. Luckily, InMoat built an extension that deflects email distractions according to your priorities. It allows you to take back time and focus on more important tasks in your day.
Launched in 2020, InMoat was born as most startups are: with big capabilities but limited resources. While both co-founders had strong journalism and marketing backgrounds, they were clever enough to know that partnering with Avion for content would amplify their efforts to drive brand awareness and boost InMoat’s subscriber base.
Process
Starting afresh, Avion conducted a content workshop to familiarise with InMoat’s business goals and most pressing challenges. We also used the opportunity to identify what marketing and comms plans already existed (even in draft format).
Brainstorming a brand persona along with audience needs enabled us to create themes for content creation. We established a tone of voice and agreed on the following 4 content pillars:
- Work Smart
- Get Savvy
- See Success
- Live Life.
These pillars are guidelines for future blog content production.
To strengthen key messaging, Avion also developed a suite of supporting assets besides copywriting the blog articles. These included:
- A newsletter to drive brand awareness
- Keyword research and suggestions
- Website copy for several pages including one case study.
Results
InMoat’s website now has an established blog section with content that highlights:
- The platform’s features
- How it works
- Customer benefits
- Tips and tricks.
These articles reinforce InMoat’s key messaging and help to open conversations with users, corporate partners, and investors. The blog also provides an opportunity for its co-founders to showcase their knowledge and expertise when it comes to email productivity.
