Transforming Excellents’ Blogging Process with AI and Social Proof [Case Study]
I am delighted to present Excellent and its Marketing Specialist Renate-Ly Mehevets. Excellent is the leading business software provider in Estonia and operates in other Baltic countries and Finland. They have a large customer base and regularly write helpful content. Here is their story.
Company: Excellent Business Solutions
Industry: Business software
Team: 30+
Location: Tallinn, Estonia
Services Ott provided: Workshop, Monthly Consulting
Result and outcome: enhanced blog structure and content, AI integration and automation techniques, improved competence.
Renate-Ly Mehevets
Resourceful Marketing Specialist, always looking to improve and find new ways to be more efficient at her job.
Also, great to work with.
Why Excellent needed help in improving their blog?
When I first met the Head of Sales - Maret Luts and Renate-Ly, they had 2 main challenges they wanted to address.
Renate was creating content in quite a high volume - 5 articles a month. So far, other team members reviewed her content and they wanted to delegate this time-consuming task to someone else. Furthermore, Renate wanted to make the whole process more efficient, while improving quality. Especially, how to use AI and templates to achieve that goal.
Maret added that she likes how Hausing (another client of Ott) does their blog posts. “I like how Hausing blog posts have eye-catching titles, are well structured and easy to read, product benefits stand out and how clients are well represented.” said Maret.
There was a clear need for someone external to review posts, provide structure, and reduce the burden of self-editing. The team had foundational guidelines but lacked confidence in applying them, and there was plenty of room to improve their internal competence.
We agreed to do a quick workshop to get Renate up to speed and then Ott will review and comment each blog post for the following months.
Renate said: “I liked that you came in and you had a visible plan and structure ready.”
Examples of Excellent Blog Posts
Workshop feedback
During the workshop, we closely examined previous successful blogging examples, breaking down each step of the blogging process—from headlines to crafting engaging Call to Action hooks.
Renate said, “We looked at the step by step order: titles, how to structure an easy to read blog post, write appealing hooks and use client feedback for social proof. It helped me think about what articles to create and how can I structure my process.”
She especially valued the focus on client quotes: “I liked the idea of gathering client quotes in one place. Having them ready to use from a single file is very practical.”
Ott also provided her templates to create engaging blog posts and shared tips on how to use AI to automate her blogging process without losing quality.
Cooperation process and feedback
“What was different was getting comments and feedback, everything clearly written out. Ott didn’t just bluntly change my copy, but added his thoughts, so I could learn and improve over time.” Renate explained.
“Our iterative review method brought new perspective and clarity.” said Renate.
Renate added: “Feedback cycles were fast and actionable and It was valuable to have someone else review posts from a new angle.”
“For example, Ott taught me to use AI better, in a way that the “human element” remained and he also pushed me to include more client stories and situational context, so the readers would connect more to the pain point I was trying to convey.” said Renate.
Results - what improved?
Renate described a significant shift in confidence: “I feel more confident now. It feels like I know what I’m doing. When I finish a blog, there’s less to fix than before and almost zero critique from co-workers.”
Crucially, Renate used my materials and what she learned to create a “how-to guide” of her own. It is meant for Excellent content creators in other countries about how to do their blogs, enabling her to share best practices internally and organizationally. Result - internal competence of content creation improved.
