Tydo is the business intelligence platform optimizing eCom businesses at every stage through comprehensive reports, data visualizations, insights, and more.
We sat down with Erin Falter, Director of Marketing at Tydo, to jam on how the company built its content engine with Verbatim. She covers topics like:
- Recruiting and onboarding in-house content talent, step by step
- Building a playbook to generate a universal digital presence
- Content’s role as an asset and marketing cornerstone
“The Verbatim team genuinely cares about the quality of the entire content process. They’re always willing to go above and beyond.”
How to Build a Content Engine from Scratch
Erin connected with Adrian, Verbatim’s CEO, back when the studio was still just an idea. As two eCom operators, the pair maintained a relationship and shared tips, tricks, and trade secrets.
When looking to build a content function for Tydo, she knew our deep understanding of both content and the broader eCom landscape would be a valuable asset.
Blending Marketing Tactics
Erin doesn't come from a traditional tech background. Rather, she launched her career with the social media boom, then got into eCom — working with ventures on the branding side.
Her brand experience has thus given her a unique perspective on the wide-spanning importance of content. In her words, “Content is everything.”
She emphasizes that in today's world, no matter what kind of business you are if you aren't putting out value-add content, you aren't really doing marketing.
So, as Erin contemplated the early challenge of how to market Tydo and internally run marketing, she knew content would be absolutely necessary from the get-go.
Because Tydo is focused on providing users with their basic data needs for free, content needs to accomplish three things: building trust, educating, and providing value.
It must do all three at the same time — in a way that genuinely helps customers understand why they should even connect with Tydo, to begin with.
To build that trust and tell the Tydo story, Erin knew she had to overcome the fact that the company operates in a space that’s difficult for people to articulate well.
Not only do you have to understand the larger eCom landscape, but all of the specific tools, components, and data elements involved are also complicated. Things can get messy.
Even more, as an enablement tool, Tydo doesn’t focus on boosting just one aspect of a client’s business. Their focus runs (almost) the entire eCom gamut.
This means there are never-ending topics to be discussed, but articulating complex info in a way that’s simultaneously digestible, informative and accurate, and unique is hard to nail.
For Erin, a huge part of Verbatim's immediate value and impact on this front was the fact that:
- The content didn’t need a ton of technical or factual revisions
- Tydo didn’t have to waste time getting Verbatim up to speed on background
“Simply put, Verbatim strikes the fine balance between providing technical info and distilling it into digestible, actionable content for readers.”