An interview with Amy Burchill, SEO and Content Manager at Dash
We sit down with Amy Burchill, SEO and Content Manager at Dash. With Dash, small businesses finally have a DAM that does them justice. Easy and quick to get started with - with a price tag that growing brands can afford.
How did you end up at Dash and what problem does Dash solve for its clients?
Dash is a digital asset management (DAM) tool for growing ecommerce brands. It helps teams find, share and deploy their visual content. I started working for Dash’s sibling product, Asset Bank, as a Marketing Executive. After some time, I moved over to Dash which is our newer DAM product. In Dash we’re a small marketing team of three so we need to make sure we are super-focused on the areas of marketing we know will get the best results. Content and SEO is an area we knew that, if we spent time building, it would pay off in the long run. Luckily this was also something I wanted to specialise in.
As the SEO and Content Manager, what are your main responsibilities at Dash?
My role sits within the Customer Acquisition Team. This means I'm responsible for bringing in organic leads and creating content that encourages them to sign up to a Dash free trial. I work with our Product Marketing Lead and Demand Generation Manager to create new opportunities that our Sales and Onboarding Managers can nurture towards a paid subscription.
To get a bit more technical, which methods work best for making people aware of and interested inDash , and why do you think they work so well?
It's important we really understand our audience. We need to know exactly what's driving them to purchase a DAM system and what might be their biggest objections to choosing Dash. From here we can write content that meets these objections along every step of their journey. For example, Dash is a lot cheaper than its competitors. However, because of the market and because Dash isn't very well-known, many brands think they have to settle for a super expensive solution - we're talking thousands of $$$$$ per year. So when they're searching for 'affordable DAM' solutions or alternatives to our competitors, we need to be showing up in those search results. A mixture of anecdotal customer conversations and keyword research can help us refine the content we're creating.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the high-level marketing-related strategy of your organization, and what key elements contribute to its success?
While there are a lot of competitors out there, we know we have something special on our hands with Dash. We hear from customers how easy Dash is to use, and how beautiful and modern it looks— this really sets us apart. And on top of that, we have affordable and transparent pricing that's easy to understand. So it's been our job as marketers to really understand our audience and do our product justice. We look for ways we can meaningfully set ourselves apart from competitors. That attitude informs everything we do in marketing. From a content angle, that meant we wanted to create genuinely useful content written in a style that actually reflects our target market.
What marketing tactic have you employed at Dash or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
Honestly, I’ve noticed at most companies I’ve worked for that content marketing is at the bottom of the priority list. They know it’s something they should be doing, but they don’t put in the research and resource required to actually produce any sort of result. And when you’re not producing results, it’s hard to make a case for content. It’s a never-ending loop. Luckily, at Dash, our team recognises that content is a great tool to help boost organic traffic and leads in the long term.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
We have experimented with cold email before and it got us two clients! Whilst we were really happy with the initial outcome, we decided to put it on pause so we could build a proper strategy that genuinly helps our audience. So watch this space!