CRM vs erp content rewrite success

The client brief

I was approached by a client whose existing "CRM vs ERP" article wasn't delivering results. The piece was outdated, written for an American audience, and failing to engage their target market of Australian businesses seeking business management solutions.

KEY CHALLENGES IDENTIFIED

outdated content

The original article missed key developments in cloud-based solutions and AI integration that modern businesses expect.

MARKET MISMATCH

American business terminology, case studies, and regulatory references didn't resonate with Australian SMBs and enterprises.

poor engagement

Low time-on-page metrics and poor conversion rates indicated the content wasn't meeting user needs or search intent.

MY STRATEGIC APPROACH

Content Audit & Research

Conducted thorough analysis of existing content, identifying outdated sections and researching Australian business preferences, local terminology, and market-specific challenges.

Audience Localisation

Rewrote content specifically for Australian businesses, incorporating local terminology, compliance requirements, relevant examples, and market-appropriate pricing references.

CONTENT MODERNISATION

Updated the entire piece to reflect current technology trends, including AI integration, cloud-based SaaS models, and enhanced security considerations.

structure & user experience

Reorganised content with clearer headings, comparison tables, FAQ section addressing Australian business concerns, and practical implementation guidance.

Key improvements delivered

Localisation Elements

  • Replaced US business examples with relevant Australian contexts

  • Updated regulatory references to reflect Australian compliance requirements

  • Adjusted pricing discussions to suit local market expectations

  • Incorporated Australian business terminology and spelling conventions

Technical Updates

  • Added detailed AI capabilities sections for both systems

  • Expanded cloud computing and SaaS model explanations

  • Included modern integration capabilities

  • Updated security and data protection information

Enhanced User Value

  • Created comprehensive comparison tables

  • Added practical decision-making frameworks

  • Included implementation timeline guidance

  • Developed FAQ section addressing real user concerns

IMPROVED PERFORMANCE

BETTER ENGAGEMENT

More engaging and actionable content using familiar terminology and contexts

ENHANCED SEO

Updated content targeted current search terms and user intent

IMPROVED PERFORMANCE

Significantly more value for Australian businesses with updated, relevant information