Client 

Sage – leading provider of accounting, CRM, payroll, payment, planning and forecasting software for start-ups, micro and small businesses.

Challenge 

“We wanted to help start-ups and SMEs to be more successful, so we carried out research to identify key barriers to their growth,” recalls Paul Lancaster, Sage content and social media specialist. “These included failure to get funding or investment, inability to manage cashflow, lack of selling ability and online marketing know-how. There were other challenges, such as how to sell overseas, not being able to generate new ideas or products and poor time-management.”

Solution 

Paul continues: “So, as part of our strategy, we created a 20-page guide for SMEs called Overcoming barriers to growth. We wanted something that was engaging, accessible and concise, yet full of sound, practical advice.

“Our software can also help businesses to overcome barriers to growth. We needed the guide to explain how Sage One, our online accounting and payroll software, can help small firms, but it’s important to get the balance right.

“Tone of voice is also crucial when communicating with SMEs – it’s not just what you say, it’s how you say it. The guide needed a warm, conversational tone and we knew we could rely on Atom because they’ve produced many other guides for us, including how to start a business, attract more customers, use social media for business, cut business costs, manage cashflow, recruit the right staff  and maintain a healthy work-life balance.

“We have total confidence in Atom, because they know the UK SME market. They scoped out the content and got their expert SME writers to produce the copy, which is split up into nice readable chunks.”

Sarah Woods, Sage One marketing manager, adds: “The guide really is wonderful. It looks great, it’s easy to read, provides added value to our customers and we’re over the moon with it. Many small firms have already downloaded it from our website and the feedback has been really positive.”

Working with Atom

Paul comments: “Atom is an excellent agency to work with – their staff are great fun, too. Highly professional and efficient, the quality of the content they’ve provided for our website and guides over the years is always superb. In addition to their content creation, their Startup Donut website, email newsletters and social media channels have provided us with a fantastic way to reach our target audience – start-ups, small and micro businesses – and they are one of our best sources of referrals for Sage One. Atom Content Marketing really works!”

“Atom is an excellent agency to work with and their staff are great fun, too. Highly professional and efficient, the quality of the content they’ve provided for our website and guides over the years is always superb”Paul Lancaster - Sage content and social media specialist
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