How does the organization behind one of the world’s most popular form builders meet its content production goals? By working hand-in-hand with Nectafy!
Nectafy Featured Service: Article Writing
"Nectafy speaks our language and writes in it too! They take the time to understand our voice and tone, and create content that matches. Easy to work with, professional, and friendly, Nectafy has helped us surpass our content goals."
—Heather Turbeville, Content Director at Jotform
Business Objective: To increase monthly content production by nearly 50 percent to drive traffic, generate leads, and better educate users.
As one of the world’s most popular form builders, Jotform caters to a huge global audience. It has customers in nearly every industry, and is used by everyone from individuals gathering information for personal reasons to small businesses and enterprises that rely on daily data collection to keep their organizations running smoothly.
To attract new users—and continuously engage with existing ones—Jotform publishes a wide variety of content. While some of its content is in the form of user guides and e-books, most of it appears on the blog.
Jotform has always had a successful content strategy in place, one that has helped to both attract new leads and convert a fair number of free users to paid plans. So when the CEO wanted to ramp up monthly content production by nearly 50%, the content team enthusiastically rose to the challenge.
But, as Jotform’s Heather Turbeville, Content Director, notes, “at that point we had one writer and one editor [on our marketing team], so we were not going to be able to do that on our own!”
The Solution: Find a quality content partner to help.
When Heather first started at Jotform, the team was occasionally using some cut-rate content firms. That became a problem when she found herself rewriting everything that was turned in. In light of the increased focus on content, the team felt compelled to search for quality partners to help with content creation.
They tried a bunch of different firms and freelancers, and some were better than others. The worst were those writers who plagiarized portions of their work—and when it was discovered, the agency didn’t offer up any good solutions for handling the problem.
In other cases, bad content wasn’t necessarily the problem. Some agencies simply weren't very nimble. Others acted like they were the authority when it came to the tone and style of Jotform’s content, rather than Jotform itself.
Enter Nectafy…
One of the things that initially stood out to Heather about Nectafy was its content questionnaire, which asked specifically about Jotform’s content style. 
“Immediately I thought, ‘Great, they get it!’”
As the relationship progressed, that first impression proved to be true. “You all do a good job of hitting the style that we want—friendly, approachable, casual-but-not-too-casual.”
Plus, she says, “the quality of writing is definitely the best of any of the companies we have worked with. I like the fact that Nectafy uses subject matter experts. That helps the content not sound exactly like everything else that's out there because, for better or worse, we are covering a lot of the same ground as other companies are, especially in our space.”
Heather also appreciates the friendly communication from Nectafy writers and the time Nectafy takes to check in regularly about Jotform’s ongoing needs and concerns.
Ultimately, with Nectafy’s help, Jotform achieved its goal of increasing monthly content production, and continues to use its blog to attract, engage, and educate new and existing users.
Jotform/Nectafy Results
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Nearly 50% increase |
256% increase |
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Key takeaway: Providing useful, high-quality content as part of a purposeful content strategy provides real value, attracting prospective customers and continuously engaging current customers. |
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Today, Jotform has become more than just a form builder.
Unlike its early days when it was solely a form builder, Jotform now offers an entire suite of automation tools built around forms and data collection, including approval workflows, payment collection, app creation, e-signatures, project management, and more. The blog is still considered a crucial cog in its content marketing engine, working hard to pull people into the site and provide useful information about data collection, business processes, and its own products.
As of this writing, Jotform has been using Nectafy’s Article Writing service to supplement its in-house blog content for five years and counting.
“Jotform is an ideal client for Nectafy’s Article Writing service because they know exactly what they want and already have a proven content strategy in place. They tell us what they want us to write about and then leave it up to us and trust us to get it right and nail their voice every time.”
—Gabby Shultis, Nectafy’s Head of Client Success
As for Jotform’s part, Heather says the continued enthusiasm for Nectafy’s reliable, high-quality writing is what keeps the partnership going. “I recall once telling the head of our content strategy team that Nectafy was going to handle [a specific article], and from his reaction—‘Oh, good!’—it was clear he felt it was in capable hands.”
