Brafton 2023 Catalogue US PDF

BRAFTON 2023
PRODUCT
C ATA L O G
BRAFTON 2023 PRODUCT CATALOG 1
H e y, We ’ r e B r a fton!
Take a look at what we offer.
Brafton Content Written Content Graphics Video Animation

Marketing Platform
Social Media SEO and Consultancy Email Marketing PPC Advertising Website Design & UX
Technical Support Our Digital Library

and Development
BRAFTON CONTENT
MARKETING PLATFORM
The Brafton Content

Marketing Platform
Our content marketing platform is the first of its kind. It was built by
content marketers, for content marketers. On day 1, it helps you plan,
PRODUCT SITE
produce, publish and measure the performance of all your content
marketing campaigns in just one place.
This is content marketing, simplified.
BENEFITS
Customizable, intuitive Pre-built, content marketing

project management workflow templates.
and workflow creation.
68%
Simple assigning and Visibility into
distribution of tasks. upcoming tasks.
In-app Key documents always

messaging. attached to projects. of marketers say they wish
they could consolidate their
Filterable Scalable for even content marketing management
content library. the largest campaigns.
into one tool, according to a
Brafton-conducted survey.
WRITTEN CONTENT
Blog Articles
Blogs are the foundation of organic search marketing and they help SECURITY EXAMPLE
generate interest from top-of-funnel traffic.
If your goal is to increase search exposure, rank for high-value

keywords and increase your newsletter subscribers, blogs are the
way to do it.
For sustained rankability, you’ll want to publish evergreen content

that can be updated periodically over the years.
BENEFITS SUPPLY CHAIN EXAMPLE
Search Organic Sales enablement

visibility traffic material
56%
of companies that blog say
it’s an effective means of
generating revenue. EDUCATION EXAMPLE
UNACAST / PRECISELY
White Papers and eBooks
Retail Site Selection
Gated content is instrumental in lead nurturing, capturing prospect
contact info and offering something that is uniquely yours.
White papers are technical documents that allow your brand to

establish credibility in your space, while eBooks offer value through
comprehensive written and graphical content. White papers and
ww
eBooks should both be included in any content strategy.
BENEFITS
Choosing the right location matters
One of the most important factors in the success of a new retail
location is a customer’s ability to find it on a map. Location data Lead Email Industry
list-building authority
services provide valuable insights into the optimal areas a retailer
could open a business. generation
VIEW EXAMPLE Enterprise intelligence (IQ) is the ability to make smarter and easier
decisions. A retailer moving into a new market is better served
understanding the reality of their next location from a variety of data
points. It’s important to forecast consumer trends by season, look at
foot traffic increases on weekends, and observe the human migration
patterns of residents in the surrounding community.
Consumers have become increasingly time-poor and value-

oriented. Ensuring a retail site selection maximizes visibility in a
heavily-trafficked and demographically appealing area is key when
55%
expanding your business in the reality of a rapidly-evolving market.
RETAIL SITE SELEC TION UNACAST.COM 4
of B2B buyers say white

papers are among
Insight, anywhere
their most important
In our globally connected age, site selection isn’t a local matter. A resources when making
a purchase decision.
retail business that would be considered risky in the Netherlands
may be a hit in Australia.
Taking advantage of big-box grocery stores' inability to keep up with

online orders during the pandemic, Sydney startup Milkrun helped
turned the promise of ‘instant delivery’ into a sector unto itself.¹
Securing a $75 million investment to expand across the country,

the success of Milkrun and other operators in the newly-minted
rapid delivery business space showcases the value of forecasting
consumer needs.
The rise of Enterprise IQ has traditionally coincided with retailer

maturity. Aggregated data sets allow new and established
companies alike to enjoy insights into the buying patterns of their
target consumer.
Landing Pages
and Site Copy
Web copy is vital to providing site visitors with logical next
steps to interact with your brand.
As fundamental building blocks of your site architecture,

landing pages function as vehicles for generating the majority
of high-intent, converting visitors.
BENEFITS
VIEW EXAMPLE
Lead Conversions High-
generation intent traffic
Companies with 40+ landing pages get
12 times
more leads than those with 5 or fewer.
Case Studies
Once prospects have consumed all the content they can, have
compared vendors and are ready to make a purchasing decision,
HOW APPWRIGHT BROKE DOWN WALLS how do you close the deal?
FOR A BARRICADE COMPANY
Case studies highlight your company’s prowess, customer service
and client-facing success. They’re essentially votes of confidence
that other prospects can look toward to see just how much power
is behind your punch and what types of results they can expect —
Boston Barricade Co. is the only coast-to-coast provider of modular construction enclosures and
graphics systems in the U.S. In the fast-paced world of retailers, contractors, and mall developers, before they sign on the dotted line.
construction projects are inevitable. Changing times call for changing store-fronts and spaces.
When properties need these zones cordoned off, they call Boston Barricade.
VIEW EXAMPLE BENEFITS

Needless to say, the company is responsible for overseeing a number of different projects, and
one of the supervisors responsible for its systems organization is Brian Cornell. He is the Business
Process Manager at Boston Barricade Co. He has been with the company for nearly five years, and
Sales Lead Bottom-
he brought AppWright with him. His previous employer used the system, and it has become instru-
mental in the day-to-day project scheduling of his current employer. enablement generation of-funnel
conversions.
Before Cornell assumed his role at Boston Barricade Co., the company was using Microsoft Outlook
to manage project processes. However, because of the rapid expansion of the business, a more
streamlined method was required. The need for a system that allowed for better communication
and visibility was clearly evident.
46%
Cornell explained, “At this point, we are coast to coast. We have a corporate office [in Florida] that
does a lot of the scheduling, and 15 branch offices scattered across the country. There was a need
to be able to communicate documents, instructions and other details pertaining to the projects.”
AppWright more than fulfilled that need. It gave the company an efficient means of sharing files and
information, all within the online portals.
of B2B buyers say case studies

are among their top content
www.appwright.com 1
types to consume when
researching purchase decisions.
GRAPHICS
Custom Illustrations, CTAs

and Content Formatting
Standalone text and stock photography won’t do much to excite readers
VIEW EXAMPLE
INBOUND MARKETING creates a
and lend your brand the differentiation it needs in niche markets. That’s
compelling pathway for consumers
to find their way to your brand.
why we offer various forms of formatting, from simple visualizations
of single data points to clickable, in-text call-to-action buttons and
everything in between.
The goal is to give readers a more dynamic format to digest information

while also using visual cues to entice additional user actions. Every
piece of content thus becomes a unique moment between publisher and
reader. We recommend every asset be paired with a CTA and feature
some form of imagery.
BENEFITS
Consistent Interactive lead Visual

branding generation differentiation
Articles with infographics drive
8x more clicks
than those without.
Think about outbound marketing as
the aunt who shares her opinion
with anyone willing to listen, while
INBOUND MARKETING IS THE
EFFORTLESSLY COOL ONE WITH
THE CRAZY STORIES EVERYONE
WANTS TO HEAR.
Infographics
Create visual stories and convey complex concepts
through infographics.
Need to communicate workflows, processes, datasets and

brand-specific nuances? Infographics incorporate 2D imagery,
stylized icons, character illustrations and rich formatting that
caters to the primary medium through which humans absorb NON-PROFIT EXAMPLE
and retain information: a synthesis of text and visuals.
Infographics can be shared on social media, distributed via

email, embedded into blog posts and added to internal and
external presentations.
BENEFITS
Social shares Visually rich

Traffic
storytelling
CONSUMER GOODS EXAMPLE
56%
of marketers who use
infographics say this
visual content type is
their most effective.
VIDEO
Live Action Video

Video adds a professional polish to your brand while creating a
SOFTWARE EXAMPLE
humanizing element.
With an in-house video studio and a crew of videographers,

producers and on-camera talent ready to shoot on-location, Brafton
creates dynamic video collateral that can be leveraged on your
website and social feeds. These assets include:
Silver Studio Production Interviews/Testimonials

Gold Studio Production Product Demos
Platinum Studio Production Event Coverage
Corporate Promos
TECH EXAMPLE
BENEFITS
Engagement Product
Traffic
explanation
72%
of sales professionals who
MANUFACTURING EXAMPLE
use custom-recorded video
say doing so has increased
response rates.
Webinars &
Live Interactions
Live, digital interactions such as webinars and virtual conferences
are no longer exceptions; they’re the rule.
Brafton has the technical know-how and video expertise to

assist in the end-to-end development of webinars and other live
interactions.
This includes virtual conferences. We can help with specific

interactions and sessions, or manage the entire conference,
including troubleshooting, from start to finish.
VIEW EXAMPLE
BENEFITS
Lead generation
Brand awareness and credibility
New partnership and collaboration opportunities

ANIMATION
Animated Video
Animations bring your brand to life through custom artwork,
SOFTWARE EXAMPLE
motion graphics and unique narratives, and they are incredibly
effective at helping to conceptualize abstract and complex topics.
Options include:
Animated Logo, short Bronze Animation

Animated Logo, extended Silver Animation
Silver Web Demo Gold Animation
Gold Web Demo Platinum Animation
NON-PROFIT EXAMPLE
BENEFITS
Product How-to Conversions

explanation storytelling
86%
of marketers say video INSURANCE EXAMPLE
has helped them increase
lead generation.
SOCIAL MEDIA
Organic and Paid

Social Media
Social media amplifies your content, connects you with followers
and establishes influencer relationships.
VIEW EXAMPLE
Whether it’s Twitter, Facebook, LinkedIn, Instagram or YouTube, social
strategists boost your brand’s online presence and promote your
VIEW EXAMPLE content. You can also run paid ad campaigns and automate metrics
reporting for complete visibility into social performance and ROI.
Services include:
Bronze Social Platinum Social Newsletter Marketing

Silver Social Social Engagement Paid Search and
Gold Social Videos Social
VIEW EXAMPLE Platinum Social A la Carte
BENEFITS
Content Follower Influence-

amplification engagement building
VIEW EXAMPLE
88%
of businesses who use social
media say it has increased
exposure for their business.
SEO AND CONSULTANCY

Website Audits
Site audits conducted by Brafton specialists look under the hood of
your website, inspect for any problems, report on trouble areas and
provide strategic suggestions for an optimized bill of health.
After completing an audit, your site should be well-positioned in the

digital marketplace and you’ll have a trove of data and insights to
refer back to should future site issues arise due to changes in your
business, search algorithms and general technical irregularities.
Audit services range from simple to encyclopedic:
Bronze Website Audit Gold Website Audit
VIEW EXAMPLE Silver Website Audit Platinum Website Audit
BENEFITS
Removal of site errors Competitor and social analysis
Site Audit
2023 Page loading times for both desktop
and mobile should be under 3
seconds, but the average is
10.3 seconds,
for desktop and 27.3 seconds on mobile.
Search Performance Brief

Because the web is saturated with content that adds no value,
we’ve designed a sophisticated, data-driven model to creating
content that generates proven search visibility.
Search Performance Briefs maximize the likelihood of your content

ranking for your target keywords through enterprise keyword
research software, analysis of the competitive landscape and
optimized recommendations for topics and subtopics to address in
your blogs, landing pages and larger text-driven content.
As user-friendly, accessible documents, SPBs are quick mockups

of the direction of our work, akin to a creative brief but with way
VIEW EXAMPLE more science.
BENEFITS
Search Keyword Improved

visibility ownership organic ranking
1
45%
of new content ranks on Page
1 of Google for their target
keywords due to the use of
Search Performance Briefs.
Persona Development
Persona 2 | VP, Professional Services - Advisor Technology Solutions
You’ll receive a fully formatted, polished deliverable that goes beyond Our clients needs and
age, title and experience. You’ll uncover: challenges are unique to them.
But how do we create and
execute a turn-key solution
What influence a person has over the decision-maker at John: VP, Professional Services -
that’s customized to their
specific pain points?
their company. Advisor Technology Solutions
AGE: 35+ TECHNOLOGY/MARKETING MOTIVATIONS
What pain points they face. SALARY: $110k+

EDUCATION: Bachelor’s in Computer Science Industry conferences: technology
or IT Management preferred
What types of marketing campaigns are most likely to VIEW EXAMPLE

EXPERIENCE: 10+ years in IT positions, Vendor hosted events
experience in advisory industry a plus
engender positive customer experiences.

Digital content: Investment News,
Periodicals, Financial Planning
What PAIN POINTS would a strong campaign 35% Like Brenda, John needs a partner that is reliable
address for this decision maker? and available. He wants a partner that’s an extension of his
team and one that reflects well on his organization.
At which stage of the funnel you should be engaging with Compliance 35% John is looking for a partner that will be able to
integrate seamlessly with his team. As the day-to-day
specific site visitors. Security

manager, on-the-ground synergy is important to him.
30% John manages up to Brenda and down to Nina.

Cost His partner will facilitate excellent client-side service
Which channels and platforms you can best reach a

toward his organization’s commercial goals for Brenda,
End-user satisfaction and can make the on-the-ground team’s client-side
interfaces as smooth and efficient as is possible for Nina.
given person.
BENEFITS Persona 2 | VP, Professional Services - Advisor Technology Solutions
Targeted Unique Higher What actions might John

typically take, following a positive
knowledgeable, security-focused and consistently
reliable are all points to address for him.
campaign understanding quality lead interface with Brafton?

What messages would
development of audience generation
After speaking with Brafton and reviewing its secure
most resonate with this
protocols and end-user driven experience, John will
decision maker?
do his own research. Pricing is a factor for him, after
the impact his chosen partner has on the end-user John must understand each client’s unique business
requirements and ultimately is looking for a partner
87%
experience. His partner needs to be flexible and
work with his budget. who speaks its language. The partner should speak
to understanding businesses architecture, product
What influence might John management – specifically hardware solutions – and
have over the decision maker? testing and providing technical support to make sure
its services work.
In smaller organizations, John could be the top-
ranking technology officer in the company, and those
At which stage in the funnel
with a larger technology department would leave
might John engage?
John as the second-in-command. John has a direct
line to the decision maker in the department when Awareness
of the most successful the responsibility does not fall on him. His needs and
requests must be met as he works with the leader in
Interest
Consideration
B2B brands prioritize their

the department on choosing the partner best fit for
the size of his organization. Decision
audience’s informational
John reports directly to Brenda and has a
What pain points would a strong considerable amount of input across all stages in the
campaign address for John? funnel. His primary responsibility is security. However,
needs first when making

John is trusted by Brenda to understand their client’s being more involved with their customers on a daily
business architecture and product management basis impacts how important picking the right partner
needs to make the lives of the advisors they service is to John. He is involved in the selection process from
content creation decisions. as easy as possible. In choosing a technology

partner, John is looking for the individuals out in
the initial phone call through the final decision because
his choice needs to be with a group that can work
the field to be an extension of his company. Being with any size business with little to no management.
EMAIL MARKETING
Email automation &

campaign management
Email marketing is the most personalized, precise distribution method
for brands, but only if you utilize email marketing automation to its full
potential. Brafton creates, manages and reports on email campaigns
run on platforms of your choosing.
Services can be automated and managed completely by a Brafton

consultant or purchased à la carte as needed. These options include:
End-to-end campaign creation. Customer loyalty

Campaign implementation and campaigns.
VIEW EXAMPLE
management. Automated drip campaigns.
List management and Triggered email campaigns.
segmentation. Shopping-cart
Ongoing reporting. abandonment campaigns.
Re-engagement campaigns. Lead nurture campaigns.
Product and service promotions.
BENEFITS
Audience Automated
List-building
segmentation engagement with
leads, prospects
and customers
Did you know...

Brafton is a certified Platinum HubSpot Solutions Partner?
From tech-stack analysis to implementation, content
creation, campaign management, list management, lead
scoring and everything in between—we’re the only HubSpot
partner you’ll ever need.
Email audit & analysis

Brafton consultants evaluate new and existing email marketing
campaigns to find opportunities for improvement. This includes
conducting A/B tests for subject lines and calls to action.
During campaign setup, tests and launch, we closely assess all of

the following and make recommendations as needed:
Email marketing regulatory Click-through rates.

compliance. Click-to-open rates.
Sender reputation. Unsubscribe rates.
Spam score. Replies.
Deliverability rates.
VIEW EXAMPLE More.
Open rates.
BENEFITS
Improved email Healthier Improved email

reputation send lists engagement
metrics
A/B testing improves

email marketing ROI by
82%
Email content creation

Brafton consultants work with our expert writers to craft, and test,
email content that will help your campaigns succeed. This includes
HTML email templates, email subject lines, imagery, body copy and
CTAs for all of the following:
Newsletters. Customer outreach emails.

One-off sends. Transactional emails.
Promotional emails. Auto-responder emails.
Sales emails. Much more.
Drip campaign emails.
VIEW EXAMPLE
BENEFITS
Lead Email-generated
generation Lead nurture
site traffic
79%
of marketers say email is
among their top 3 most
important channels.
PPC ADVERTISING
PPC Management
Brafton streamlines your paid search efforts with dedicated PPC
strategists who manage and monitor your campaigns on a monthly basis.
All of our strategists are Certified Google Premier & Bing Partners.
Strategy support and ongoing management are available for:

Paid search ads. Syndication (Taboola, Outbrain
Display ads. and third-party networks).
Retargeting (including AdRoll). More.
Shopping campaigns (Google, VIEW EXAMPLE

Amazon, Microsoft).
BENEFITS
Lead generation Brand awareness
Overall, sponsored results

account for
65%
of clicks on commercial-
intent search queries.
WEBSITE DESIGN & UX

Website Design & UX

Our web design and development team can design, build and help
launch your brand new website. Or, we can help design specific
elements for your website — this includes interactive site content
such as quizzes, calculators and other engaging user experiences.
Using SEO and design best practices, our experienced developers

build mockups tailored to your industry and audience. Each design
element is carefully incorporated to provide the best UX possible
and support your marketing, sales and business goals.
VIEW EXAMPLE
Once complete, we can either hand over the mockup to your dev
team, or build it for you.
BENEFITS
Optimized UX Sound Strong

technical SEO branding
38%
of users will stop
engaging with a website if
they find it unattractive.
TECHNICAL SUPPORT
AND DEVELOPMENT
Technical Integration
and Support
Integrating with Brafton’s seamless API delivery system makes
content creation, publishing and measurement as simple as it can
possibly be. Our API system also keeps your content in line with SEO
best practices, while additional ad hoc troubleshooting and tech
support is available at an hourly rate. Those services may include:
Mobile optimization. Design best practices

Conversion optimization. analysis and adjustment.
User testing. Site architecture analysis

and adjustment.
Any project- or task-specific website support is just a click away.
BENEFITS
Optimized Search-friendly Faster project

delivery content and uptime
workflow media hosting
Our Digital Laboratory

We’re adding new services to our product catalog nearly
every quarter.
While you may be locked into inflexible contracts with other

vendors that haven’t updated their offerings in the past five
years, Brafton follows a model of continuous evolution. As
new services become available, you’ll be informed by your
strategist if he or she believes you can benefit from tactical
marketing adjustments.
Stay tuned for other exciting products emerging from our

digital laboratory.
Creative and Contractual Flexibility
FLEXIBLE PARTNERSHIPS COST AND CONTRACT GUIDANCE
Flexible product units. Change up unit Short-form agreement with no auto

# allocation to any product or service as
outlined in the Brafton Content Catalog.
renew, long term subscription or
hidden costs.
Flexible campaign lengths. From one-off Custom scopes for your budget and
deliverables to a full year (or more) campaign needs.
of project work.
Flexible timing on project rollout

and launch.
Flexible onboarding. Average ramp-up

timeline is 3-4 weeks.
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BRAFTON 2023

Brafton Content Written Content Graphics Video Animation

Technical Support Our Digital Library

The Brafton Content

This is content marketing, simplified.

Customizable, intuitive Pre-built, content marketing

In-app Key documents always

If your goal is to increase search exposure, rank for high-value

For sustained rankability, you’ll want to publish evergreen content

BENEFITS SUPPLY CHAIN EXAMPLE

Search Organic Sales enablement

White papers are technical documents that allow your brand to

Consumers have become increasingly time-poor and value-

RETAIL SITE SELEC TION UNACAST.COM 4

of B2B buyers say white

Taking advantage of big-box grocery stores' inability to keep up with

Securing a $75 million investment to expand across the country,

The rise of Enterprise IQ has traditionally coincided with retailer

As fundamental building blocks of your site architecture,

Companies with 40+ landing pages get

VIEW EXAMPLE BENEFITS

of B2B buyers say case studies

Custom Illustrations, CTAs

The goal is to give readers a more dynamic format to digest information

Consistent Interactive lead Visual

Articles with infographics drive

Need to communicate workflows, processes, datasets and

Infographics can be shared on social media, distributed via

Social shares Visually rich

CONSUMER GOODS EXAMPLE

Live Action Video

With an in-house video studio and a crew of videographers,

Silver Studio Production Interviews/Testimonials

Brafton has the technical know-how and video expertise to

This includes virtual conferences. We can help with specific

Brand awareness and credibility

New partnership and collaboration opportunities

Animated Logo, short Bronze Animation

Product How-to Conversions

Organic and Paid

Bronze Social Platinum Social Newsletter Marketing

VIEW EXAMPLE Platinum Social A la Carte

Content Follower Influence-

SEO AND CONSULTANCY

After completing an audit, your site should be well-positioned in the

Audit services range from simple to encyclopedic:

Bronze Website Audit Gold Website Audit

VIEW EXAMPLE Silver Website Audit Platinum Website Audit

Removal of site errors Competitor and social analysis

Search Performance Brief

Search Performance Briefs maximize the likelihood of your content

As user-friendly, accessible documents, SPBs are quick mockups

Search Keyword Improved

AGE: 35+ TECHNOLOGY/MARKETING MOTIVATIONS

What pain points they face. SALARY: $110k+

What types of marketing campaigns are most likely to VIEW EXAMPLE

engender positive customer experiences.

specific site visitors. Security

30% John manages up to Brenda and down to Nina.

Which channels and platforms you can best reach a

BENEFITS Persona 2 | VP, Professional Services - Advisor Technology Solutions

Targeted Unique Higher What actions might John