Seer Interactive
is one of the most respected digital marketing agencies in the world.
In this brain trust of data-driven experts, however, Lana Cooper is the only person dedicated to content full-time.
Agency Case Study | Digital Marketing Agency
Seer Interactive offers data-informed digital marketing, including analytics, paid media, SEO, creative, CRO, audience intelligence, and market intelligence. Their clients range from emerging start-ups to Fortune 500 companies.
THE
PROBLEM
“Individual freelancers could handle volume up to a certain point, but not for larger projects where we had upwards of 180 pieces or more.”
Led by SEO superstar and industry thought leader Wil Reynolds, Seer has grown to a multidisciplinary collective of nearly 200 people working across every aspect of digital marketing.
The agency's reputation for highly specialized expertise is more than just professional gloss, though. It’s part of a deeper human ethos that has made Seer the standout it is today:
“What you see is what you get," says Content Manager Lana Cooper.
Lana joined Seer nine years ago from a more corporate environment, and says the difference was stark. From her interview with Wil that ended up covering musical taste and the public misconception of pop songs like “99 Luftballoons,” to the realization that her new colleagues’ respect for each other was real, Seer lived up to the hype.
“We tell our clients, 'If we don't know this, if your designated account team doesn't know it, we have a brain trust of close to 200 other people that we can tap for information.'"
Lana Cooper, content manager, seer
As the agency has grown, however, so have their clients—and their clients’ content needs. This led to situations where Seer's biz dev team would realize, "This is a really good opportunity, but we don't have the resources at scale currently."
Lana does work with independent freelancers, but those writers couldn’t do the volume that many prospective clients needed.
The pandemic forced their hand, too: Agencies everywhere were losing clients, and Seer was no exception. Turning down projects because they were too content-heavy for their freelance team was no longer an option. They needed a way to say yes to more clients in order to keep their plate full.
And when thinking about scaling their production, Lana was well aware of her responsibility in safeguarding the Seer reputation. “It's scary any time somebody says, ‘Do more,’” she says. “You're like, ‘Well, what's going to suffer as a result? Are we going to have that same attention to detail?’”
3 Stressors Pushed Seer to find a new solution:
Growing clients needed
more content
Freelance writers
couldn't scale
Pandemic effects
THE
SOLUTION
“Picking the brains of various folks at Seer and hearing what a great experience they had with Verblio, and then chatting with you and stalking everything on the website—I had a really good feeling about it.”
One of the Seer’s biz dev directors had a few great opportunities in the pipeline, but recognized they didn’t have the resources on hand to deliver. Fortunately, he’d heard of Verblio and had spoken with Char on our sales team:
Lana also heard from others on her team who had worked with Verblio at other agencies and had nothing but good things to say about our platform.
“There was a resounding vote of confidence from multiple people from different angles. Hearing that other folks had had positive experiences and the quality of the work was really there—that made me feel really good. And then I spoke with you and I was like, ‘Okay, they get it.’”
Lana Cooper, Content manager, Seer
From the beginning, one of the biggest differentiators Lana has found with Verblio—in addition to our ability to create quality content at scale—is the human element. Even before Seer signs a new client, she’s often syncing with us to make sure we’ve got their back: “I know I can pretty much have you on speed dial and chat with you, and within a day or two, you'll be able to let me know, ‘Hey, we do have some folks who have written in this field.’”
Our team is then able to build a custom pool of writers for her who are ready to go as soon as the deal is signed.
3 Things that made Verblio different:
Quality
Humanity
Speed to scale
Once their clients are on board, Lana has kept up a continuous feedback loop with her Verblio account manager to make sure the content meets and exceeds her clients’ expectations.
“Even though we don’t get to connect directly with the writers, you’ve been fabulous about making sure writers are getting our feedback, and we see the results of it, because that feedback is always tucked into future iterations of pieces that they send to us.”
THE
IMPACT
“Whenever there's a larger content offering that is in the works, we have zero qualms. We're like, ‘Great, we can go to Verblio.’”
With Verblio as a lever to pull, Seer’s biz dev team knows they’ll be able to handle whatever content needs their prospective clients might have.
"We feel a lot more confident about being able to say yes to certain projects. Verblio was able to supply us with a network of top-notch writers who are good at what they do, and are well-versed in specific industries."
With Seer’s reputation on the line, knowing they can trust our writers’ work is everything: “Even though we're doing it at scale, we're not sacrificing the quality of the work for the clients."
And how does Lana feel?
“Relieved. Very relieved.”
“Assignments are always turned in on time, they're always really well done, and the writers are wonderful about incorporating a lot of the information that we provide to them.”
Lana cooper, Content manager, Seer
What's more? The refreshing, genuine ethos that Lana first observed at Seer, she's finding here at Verblio, too.
“You're always willing to check in with clients to ask, 'What are we doing right? What can we improve upon?' You're very invested and there are constant touchstones throughout. That's really reassuring. It's not just like, 'Yeah, we got your business. See ya.'It's that investment in nurturing a relationship and making sure everybody's happy and on board that I value.”
Ready to see what Verblio can do for your agency?
About Seer Interactive
AGENCY Case Study, Digital Marketing Agency
Seer Interactive offers data-informed digital marketing, including analytics, paid media, SEO, creative, CRO, audience intelligence, and market intelligence. Their clients range from emerging start-ups to Fortune 500 companies.