How Signaturit is using thought leadership to expand its digital signature business to new European markets

Barcelona-based, digital signature company Signaturit came onto the scene in 2013 and has already changed the way thousands of people sign documents. Since then the company has grown exponentially, attracting multinational clients and establishing an impressive portfolio.

To date, Signaturit has raised over €10 million in venture capital funding and is currently focusing its efforts on expanding into France. The company boasts over 10,000 clients from 40 countries including a number of major organizations like EY, Gartner, Decathlon, and Manpower. One of the keys to Signaturit’s success has been positioning itself as a thought leader in Europe, and educating its customers through high-quality, informative content.

“We managed to establish ourselves as the most important player in the digital contract niche in Spain. Now our challenge is taking that solution abroad; we’re already getting traction in France,” said Conrado Lamas, head of marketing at Signaturit.

Signaturit’s biggest competitors are in the US but it has a competitive advantage in Europe, where laws on digital contracts are the most protective in the world. Signaturit gathers biometric information such as your digital signature’s trace, the speed you write at, your location, and the device you use—they even record the hand pressure you use while writing. The result is a signature that’s more secure than traditional pen and ink.

“It’s interesting how emotionally attached we are to signatures and to paper and the physical element to prove if something’s real or not, when we know from experience that the digital format offers much more evidence, legality and safety than the paper version,” Conrado said. “So educating people through content is super important, especially since our biggest competitor is paper.”

We managed to establish ourselves as the most important player in the digital contract niche in Spain. Now our challenge is taking that solution abroad; we’re already getting traction in France.”

“People who have tried it love it, and they want to show it. The designs are customizable, and can go with your outfit, so it’s really perfect content for social media like Instagram.”

Conrado Lamas — Head of marketing at Signaturit

Conrado joined the team at Signaturit shortly after its latest venture capital round in 2019. The company already placed a strong emphasis on content marketing – their successful blog “has a lot of legal and technical explanations and is even used internally as a guide on some complicated topics” – and Conrado has amplified that strategy.

“We are going for a B2B enterprise profile, so thought leadership is key to differentiate ourselves. It’s a buzz word, but for a reason. It means showing that you know what you’re talking about, and marketing through education,” Conrado said.

“What’s very exciting about Signaturit is we get to educate our prospects a lot on what we do. We represent an important cultural transition for the people we talk to, who are used to signing on paper.”

Quality content and SEO a top priority

Quality content and SEO a top priority

Conrado began ensuring SEO consistency, doing more research and being more purposeful in the keywords they targeted. He encouraged his team to think more about the different stages of the funnel and the words potential customers are using at those stages. They also began to focus more astutely on location, targeting different campaigns depending on region, adding an “element of cultural localization” to the challenge.

They have also upped the amount and types of content being produced. Now, in addition to the blog posts, they are regularly producing client stories, webinars, commercial presentations, social media – both paid and organic – landing pages, and occasionally conducting market research.

“Anyone who works in B2B and knows the results you can get from it, understands how essential it is to have quality content. It’s not optional – it’s just something that you need to have.”

“Anyone who works in B2B and knows the results you can get from it, understands how essential it is to have quality content. It’s not optional – it’s just something that you need to have.”

Good content or no content: Signaturit partners with a specialized agency to produce top-quality content in three languages

Good content or no content: Signaturit partners with a specialized agency to produce top-quality content in three languages

Much of their content is created using an in-house team made up of native linguists. However, when volume exceeds their capacity or internal expertise, they reach out to VeraContent to produce content in their three working languages: English, Spanish and French. “When you look for solutions like Vera,” Conrado says, “you want things to be done well. Poor content doesn’t work. If it’s going to give you a bad image, I’d rather not have it at all.”

When launching the French market in 2019, a lot of content was needed in the local language, including client stories and how-to videos explaining how their software works. By acting fast, they were able to organically attract more than 1,000 followers on their French LinkedIn page in a matter of months.

Signaturit also has also worked with VeraContent to produce periodic content in different languages as needs arise, such as an original market research report in German, and special content in Italian.

“Working with a content partner gives us flexibility. Otherwise it would take time from me and my team to have to find writers in each language and evaluate quality as well as we could. All that production takes time and work; receiving the material, reviewing, editing, meeting deadlines. That’s where I think the value of VeraContent’s service is. I say we need this, with this deadline, and great quality. Boom! The next day we have it. That’s perfect, that’s what I need.”