How a Local Software Company Elevated the Quality of Its Blog Content

Community Software Solutions (CSS) has been creating online software to support government and nonprofit community programs since 1991. One of their signature products is Eleo Donor Management Software , an affordable, easy-to-use system designed to help nonprofits improve fundraising and build donor relationships.

When CSS was preparing to develop online content and ramp up the social media presence for Eleo, they didn’t take the cheap route. No Craigslist, no Fiverr, no discount freelancing sites.

They partnered with a large marketing company and paid a premium price.

The Eleo blog was a critical part of the new marketing strategy. Consistent blogging would allow the company to educate potential clients in the nonprofit community about issues related to fundraising, donor management, and the technology that supports these efforts.

The first blog post was excellent. But things went downhill quickly.

“After that first post, it was an absolute struggle,” said Cindy Gittleman, Business Development Manager at Eleo. “The writer didn’t know the terminology or use it correctly. We didn’t publish most of the articles because they didn’t represent our voice or expertise. They were so bad that I couldn’t fix them.”

Cindy had phone calls with the account manager and content writer to discuss blog topics and give direction. But the quality from blog post to blog post was unpredictable and inconsistent. They went through three content writers but the situation didn’t improve.

Eleo gradually stopped using this marketing company’s services. Cindy was doing some of the writing herself but that was keeping her from her primary job. So she started searching for a local content writer to pick up the ball.

Cindy was referred to Scott McKelvey Copywriting and Marketing by a local website development company. Cindy and Scott met for coffee to discuss Eleo’s goals, target audience, competition and challenges, as well as the issues Cindy had experienced with the previous company.

Before long, Scott and Cindy were on the phone discussing blog topics. Scott records phone interviews to make sure all information is captured. It also allows him to listen closely and have a real conversation without scrambling to take notes.

A few days later, Cindy received an email with the first blog post. It made her very happy. Of course, the first blog post from the previous writer made her very happy, too. She wanted to make sure the quality would be consistent.

“The blog posts written by Scott need minimal editing, if any,” Cindy said. “I would sometimes wonder if the other writer understood the topic because he would just ‘yes’ me to death. With Scott, it’s a conversation. He doesn’t just hear what I’m saying. He gets the point we’re trying to make.”

Cindy also appreciated Scott’s ability to steer the conversation in a way that kept the focus on the goal of each blog post, but still offer recommendations with the big picture in mind.

“I’m the first one to admit that I’m a talker,” Cindy said. “Scott is able to take all my thoughts, quips and stories, do his own research, and put it all together into a concise blog post. He’s not afraid to tell me if we’re getting off track or if I’m talking about a topic that should be its own blog post.”

By the time Cindy and Scott are finished discussing a few blog topics, they usually have several other ideas to add to the list. Cindy’s 30-plus years of experience in the nonprofit sector combined with Scott’s ability to ask the right questions and communicate her expertise have made the Eleo blog a valuable source of information.

In addition to the blog, Scott has written content for trade show print collateral and professional bios for Eleo. Long-form content such as white papers could be on the horizon as Eleo looks to provide more of the information their clients and prospects demand.

“Scott makes the whole process so easy,” Cindy said. “We talk about a project, he makes sure he has the right information, and an email shows up in my inbox, right on schedule. I never have to chase him. And I have total confidence in Scott to deliver content that we’re proud to put the Eleo name on – every single time.”