WFB helps MYOB bring their content strategy to life

It was so long ago that some of us might not even remember, but MYOB was one of New Zealand’s earliest tech successes.

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.

Their initial niche was small businesses, but they didn’t stay there for long, expanding their offering to cater to mid-large businesses and accountants themselves. And like pavlova, Phar Lap and Crowded House, Australia nicked them. Just four years after launching, MYOB was named Telstra Australian Business of the Year.

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.

 

Jumping on board with big changes

Serena joined MYOB a year or so ago, while the company was rearranging its internal structure. Serena did some rearranging of her own, flipping the way her department approached customer success stories and creating a content strategy.

“WFB were on board and energised,” she says. “Then we started talking about nurture journeys for leads and I was really excited to brief that work to them. WFB went above and beyond.”

She points to one recent example, where she tasked us to write a summary document within 24 hours of a virtual event. We got an overview, keynote slides, wrote a skeleton outline for the designer then dialled into the event.

“They knew what I was after and how to make it exciting for people. We got the first draft within 24 hours – even most agencies couldn’t manage that fast a turnaround.”

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 on playback. We’re also using that booklet on social as a lead gen.”

 

Making life easy

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 MYOB Enterprise content team.”

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

“I quickly had those concerns soothed within a couple of months of working with WFB. And then COVID hit and when we transitioned to working from home so there was no change with how we worked, using video conferencing for meetings became the norm.”

 

Freelancer expertise, agency continuity

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

“Freelancers come in and out, whereas WFB leverage 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.

“With a larger agency, changes would take days. With WFB, I can email and sometimes within a few minutes it’s changed and ready to go.”

 

Spreading the word about Words for Breakfast

While initially, WFB worked just with MYOB’s Enterprise team, last year other teams started to get in touch. That’s because the Enterprise team had built a bit of a reputation for its content quality.

“I started to get questions about it: ‘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.”

Serena explained how she’d been working with WFB – that she could hand over a detailed brief or let WFB run with a topic.

“My colleagues are time-poor, so hearing you took a lot of research burden off my plate, they were excited about that as well.”

Now we’re working across the MYOB business with multiple teams coming to us for blogs, guides, video scripts and more.

“I’m hesitant to recommend third parties to other people in the business. It’s my reputation that’s on the line. So, if I say that they’re good, I honestly have to believe it” Serena says.

 

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.

 

The MYOB content goodness

  • Improved engagement
  • A crucial part of delivering a record setting increase in the awareness audience
  • Great communication makes us an extension of MYOB’s team
  • The right balance between freelancer efficiency and agency continuity

 

Need help bringing your content plan to life? Get in touch!