Role:
Content Director and Copywriter
Page Contents
Background
A highly niche material-handling organization with multi-million dollar buying decisions had a goal to increase revenue. The usual buyer journey for this sales funnel could take years or more.
Constructing the Long-term Approach
While much of the sales process was relationship driven, I had the opportunity to support that process with paid search ads, blog articles (branded as resources), and print ads in industry magazines.
Scope of Work
The client expressed interest in improving their SEO immediately, and after researching their rankings, I agreed that this should be a top priority. I developed a strategic approach on three fronts: rebuilding Google ads and culling keywords; overhauling the website and landing page copy; and developing content valuable to the client’s customer base.
- 15-20 articles a year
- Social posts
- Emails
- Print ads
Results
I grew their blog’s organic, unique-visitor traffic by 167% in one year. I was the sole content and marketing writer for this client, and in two years annual unique-visitor traffic had increased by 244%. I was able to track one blog subscriber who followed in February 2017 and reached out to request a quote in October 2017. The blog was their first and only point of contact until they requested a quote.
Results were so good, the client reached operating capacity.
| SEO Targets | March 2015 | Oct. 2017 |
|---|---|---|
| Keyword phrase 1 | page 11, result 5 | page 1, result 2 |
| Keyword phrase 2 | page 2, result 3 | page 1, result 1 |
Below you’ll find a range of work I created for this client. I did all the writing and directed the graphic design, but I was not the graphic designer. The “Always a step ahead” ad Received Merit Recognition at the 17th Annual Service Industry Advertising Awards.
To enlarge an image, right click and click “open in new tab.”
Cassandra Daugette 