AirSuite. Success Story Series.

Take a load off: How I give AirSuite more time to focus on what they do best – coding and consulting – while I handle their content.

Behind Waikato-based AirSuite is a team of environmental specialists and engineers who work to improve indoor air quality. Their air quality sensors generate accurate real-time data on variables like CO2, sound, light, temperature and humidity. With a heady mix of councils, corporates and government clients on their books, their impact grows by the day.

Their sweet spot is developing devices, software and consultancy that support warmer, drier and more comfortable indoor environments, for healthier, happier and more productive people. While they see value in regular content, their team is busy. Writing – and interviewing clients – is clearly not the best use of their time.   

Head of Product, Brad Christensen says as a relatively small business punching way above their weight they “don’t have any capacity in-house for copywriting”.

After seeing the results their sister company, Virscient, was achieving with me, AirSuite saw an opportunity to also work with someone who “lives and breathes copywriting”. They engaged me in 2023. My first project was writing a case study that spoke to the education sector.

This is AirSuite’s content story.

What does AirSuite want to achieve?

AirSuite’s top four goals for engaging me are to:

• alleviate the pressure of producing well-written, thoughtful content
• feel confident in their online presence
• understand what their clients value about their offering
• create support pages to direct current and potential clients to.

Let’s look at each goal in more detail.

1. Remove the burden of creating compelling marketing content from AirSuite’s technical team.

How this works:

• Brad uses Trello to capture content ideas.
• I have a half-hour meeting with him to discuss the topic in detail.
• I interview their client (if it’s a case study).
• I do further desktop research.
• I share the finished version in Trello for Brad to review and publish on AirSuite’s website in his own time.
• We work independently to suit our schedules – this enables Brad to review and upload content at his own pace.

2. Feel confident in AirSuite’s online representation and organically boost SEO.

How this works:

I deliver case studies to showcase their work with different clients and sectors including: education, social housing and corporate clients.

• In doing this I interview AirSuite’s clients, record our conversations and obtain a transcript.
• The transcript provides me with key quotes and themes.
• The content I produce offers AirSuite flexibility to repurpose the messaging and key quotes.

3. Understand what their clients value and which aspects of their offering stand out.

How this works:

• AirSuite engages me as an independent contractor; removing some of the awkwardness of customer research.
• I ask open-ended questions to get to the heart of the concerns and aspirations of their client base, with follow up prompts like: “Tell me more.”

This process leads to fab useable quotes like:

“AirSuite provided the knowledge, information, and tools to enable us to gather critical data to help our families understand how small adjustments to the way we live can improve health outcomes. The data collected has enabled us to provide individual and tailored support to increase equitable health outcomes for our families.”

From K’aute Pasifika

• My interview technique helps uncover hidden benefits – and ensure content is more focused on benefits than features (which is more emotive and persuasive).

4. Create support pages addressing FAQs in detail, to reduce the number of support team queries – or to point clients to further info on a topic.

How this works:

• Brad uses Trello to upload the support page topic and includes relevant links.
• I chat with Brad to go over any technical details that need clarification.
• I conduct desktop research to cement my understanding.
• AirSuite receives support pages that follow a simple question-and-answer format – ideal for SEO and for visitors to easily scan and find the information they need.

AirSuite’s content success – the great things we’ve achieved together.

To date, I’ve written three case studies – with two more in progress – and seven support pages for AirSuite’s growing client base.

AirSuite has been smart about extending the reach of their case studies and repurposing them – getting more bang for their buck.

They’re all published on their website, and they’ve printed some to distribute at conferences. What’s more, they’ve been able to pull out key quotes or messages for social media and Google Ads. The latter has produced great results in an Australian marketing campaign.

While it’s not always easy to directly link sales outcomes to specific content pieces, AirSuite has seen an overall positive trend in their marketing efforts.

Taking AirSuite from a limited content library to where they want to be.

With my support, AirSuite has steadily built their online content. In the short time I’ve worked with them, they’ve moved from minimal marketing collateral to a more comprehensive set of resources. This progress includes case studies and support pages. Together these content pieces enhance their online presence and credibility, boost their SEO, and provide rich “social proof” of the calibre of their work.

AirSuite’s support section is “really fleshed out”.

Support pages have many functions they:

• address FAQs
• reduce support team calls or time spent on each call
• boost SEO
• showcase your brand as helpful, practical and knowledgeable
• teach your clients to be more self-sufficient (which is a win-win because it’s rewarding and time-saving for them, too).

“Our support section is really fleshed out thanks to the work you’ve been doing.”

Brad, AirSuite

 

Translating sophisticated tech into plain English that speaks to “regular folk”.

I’m the first to admit: I don’t have a technical or scientific background. While this might turn off some clients, Brad sees this fresh perspective as an asset – especially when explaining technical concepts to a general audience.

He explains why my learning on the job is beneficial:

“Going through that process of learning… then going away and researching actually helps to develop the kind of understanding that you need to convey it to lay people…We’re not as good as you at just plain writing – and conveying things in the right way – for regular folk.”

Brad, AirSuite.

Taking the burden off AirSuite with a process that works.

Brad and I work in different cities on different schedules – we’ve yet to meet in real life (hopefully… one day!).

But with our refined process this is not a barrier to a great working relationship. Our monthly Zoom chat means we can go over technical details and clarify key messages.  

Brad says this process:

“works really well… we have half an hour to chat and go over anything that is particularly detailed or technical”.