Morrow: sales blogging, thought leadership
How we helped Morrow stamp their authority on the app development space
Industry: Tech, App development
Goals
To generate organic leads
To showcase Morrow’s expertise
Results
Increase in quality and quantity of leads
Better brand awareness
Clearer focus on who prospects are
Morrow – an app development agency of increasing fame
Morrow is a React Native app development company that works with pioneering businesses and entrepreneurs.
Longtime collaborators and best friends Tom Riglar and Charles Killer started Morrow in May 2019 out of Charles’ spare bedroom. They have since grown to be a 15-strong team, winning App Dev Agency of the Year at the 2022 UK Dev Awards.
That growth was possible because Morrow’s expertise isn’t just limited to producing innovative digital products. Part of their prowess lies in creating a space that developers love to be in, where they can collaborate to create their best work.
Since we began working with Morrow in 2021, their blog has played a key part of generating leads and attracting the right people to their team. Here’s how we helped them do it.
“Rin and her team have transformed the way we tell our story.”
– Tom Riglar, CEO & Co-founder
The problem
Technical expertise vs. audience
Before coming to Rin Hamburgh & Co, Morrow had written the occasional blog post but they found it difficult to prioritise this in a busy agency. And they were aware that the blog needed consistency in order to achieve results.
The Morrow team had some idea of what they wanted to write. They also had a vague idea of their client personas. But CEO Tom knew that the messaging connecting these two components was missing.
“As experts, we really know our stuff,” he says, “but we struggle to communicate that expertise to the outside world.”
The solution
Creating a steady pulse of content
Strategy
Morrow were looking for a consistent voice and message, so the blogs would feel like a collection, not disparate pieces. And they needed a killer strategy behind them. So we began by delving into their client personas and mapping out ideas for content that would hook both code-fluent and non-technical founders.
Briefing
Then, from our first briefing session, we started asking Tom questions that would tease out his expertise. Each month we dove into strategically chosen topics – from app frameworks to funding advice and the latest developments in Apple and e-commerce – and crafted blog posts from our conversations. Over time, it also became clear that we needed to place Morrow’s developer-first culture in the spotlight too.
Review
After six months, we reviewed our progress and adjusted the audience that we were targeting. And after 12 months we booked in another strategy session to ensure that the blog kept pace with the growing agency.
“The consistency and steady pulse is really useful,” says Tom. “Working with Rin Hamburgh & Co has provided stability in what could otherwise be a fairly chaotic agency life.”
The outcomes
Leads
When we began blogging for them in 2021, Morrow was approaching a tipping point in terms of fame. Their LinkedIn page used to get one organic follower a month, but after just six months of blogging and other efforts, they were seeing 6-7 new followers a week.
“Content marketing is a long term strategy,” says Tom, “but we’re already benefiting from an increase in the quantity and quality of leads, better brand awareness and a clearer focus on who our prospects are.”
Recruitment
Morrow found that the blog posts have actually been most effective in their recruitment process as they’ve grown to a team of 15.
“The posts attract candidates, and the right kind, who are attracted to the ideas we are expressing on the blog,” says Tom. “We’ve found that junior developers are asking questions about topics from the blogs in interviews, showing great promise.”
A stamp of authority
Published blog posts have also worked well as valuable sales and comms tools for various stages of the buyer’s journey. “Being able to say ‘I’ve actually written a blog about that recently’ has proved very helpful,” says Tom, “particularly in acquiring new business.
“Rin and her team have transformed the way we tell our story to prospective clients and partners,” says Tom. “Through a series of workshops and briefing sessions, they have created a range of written content for us that stamps our authority in the app development space.”
