The only thing worse than not having any traffic come to your company’s website is having the wrong traffic show up. Before working with us, an enterprise-grade healthcare education software company partnered with a marketing agency that failed to target the right audience. The content was supposed to be tailored to medical professionals leading continuing education within their organizations, associations, universities, etc. Because of a lack of market research, the content was off-target and using the incorrect industry vernacular, making it nearly impossible for the intended audience to make it to the website through organic search.
To truly understand their environment and bridge the gap between the solution our client was offering and their ideal client, we had to do our research. This phase of our process was critical! Without the research, we would risk creating content that speaks to the wrong audience or was completely irrelevant to the right audience.
To be successful, we started by addressing the exact challenges our client was struggling to address.
Challenge #1:
Not having ideal website visitors well defined
How we helped
Industry Specific Research & Takeaways
We conducted research to map out the unique attributes of the markets our client serves. This helped us identify the differences between their defined markets and also what terms are specifically used and not used. By conducting this research we identified new untapped content opportunities.
Customer Interviews & Insight Discovery
To make sure we fully grasp the nuances of our client’s ideal customers, we had our client introduce us to existing customers who work in relevant roles. We set up phone interviews and carefully collect valuable insights to paint a clear picture of what these ideal customers typically go through.
In-Depth Buyer Persona Research & Development
After conducting 14 1-hour phone interviews with real life customers and our client’s knowledgeable team, we provided additional online research. This lead to us discovering important details about what our client’s ideal buyer personas go through, their challenges, goals, and responsibilities.
Let's discuss how we can help you solve this challenge to reach your goals
Challenge #2:
Missing valuable industry specific search opportunities
How we helped
Online Competitive Analysis & Insight Discovery
We provided competitive analysis for our client to compare and contrast what digital marketing methods are working in their industry. Based on our findings, we also determined what areas our client could be leveraging that competitors were not to inform our strategy process moving forward.
Defining Valuable Persona-Focused Topics
After we conducted in-depth buyer persona profiles we identify the most valuable trending topics for each persona. With these topics outlined, we are able to begin keyword research and narrow in on critical sub-topics and keywords to develop content campaigns to engage our client’s target audience.
In-Depth Keyword Research & Discovery
During this stage of our process, we spent over 30 hours searching through over 100,000 industry and topic related keywords. After finding related keywords we carefully narrowed in on ones that were found to be moderately to highly searched for monthly with a low amount of competition.
This Google Analytics report shows the increased backlinks to the company's website as a result of our strategy and the quality content we produced.
Let's discuss how we can help you solve this challenge to reach your goals
Challenge #3:
Inadequate website content and poor search visibility
How we helped
Persona-Focused Content Strategy Development
Once we were able to collect insights on our client’s key personas, focused in on trending and relevant topics, and collected quality keywords, we developed a content strategy that outlined over a hundred content pieces to engage their target audience, and promote them over email and social media.
Strategic Content Development & Production
With the research and strategy developed we then continuously produce content with our team’s writing, editing, strategic oversight, project management, search engine optimization, design, email file creation, email automation, and social media promotion to bring the strategy to life for our client.
On-Page Search Engine Optimization
After the content is produced and published on our client’s website, we provide on-page SEO including all current best-practices like external link building, site link building, keyword optimization within titles, body, SEO titles and much more. This ensures each piece gets maximum exposure on Google.
This HubSpot report shows the amount of traffic, qualified contacts generated, and customers that came from organic search as a result of our services.
Let's discuss how we can help you get the strategic content you need to gain the visibility you need.
Using the aforementioned techniques, we built out a solid strategy for the client that truly focused on their ideal customers, the challenges they faced, and how the client solution could help them accomplish their business goals.
By creating evergreen content, we created a solid foundation for our client to save advertising money by letting the content do the heavy lifting of attracting prospects through relevant searches to nurture through the sales process.