I’ve been working with a client for a little more than a year now, writing a weekly blog and a monthly newsletter.
Our blogs span a range of topics that feature the company’s services. We work hard to make these lively and accessible.
We often use case studies, cautionary tales and scenarios that demonstrate the scope of the company’s services and how we work with clients.
We also leverage current events that may be relevant to our business.
We pay attention to best practices in our blog posts and newsletter. For example:
Search engine ranking
We use an estimated 300-plus words to rank well in search engines. This includes:
An intra-linking strategy, linking to parts of the website where there is more information about an important word/topic. It encourages drilldown (clicking through a series of drop-down menus).
A strong call to action.
Use of subheads to break up the page visually.
Identification of keywords and metadescriptions.
Snappy titles that are within 50 words.
Posting to four social media sites, including posting the blog to the owner’s LinkedIn page.
We post to four social media sites two times per week. We’re not killing ourselves on social media because it’s a small company, and we don’t have the capacity to really turn this into a major initiative. We do, however:
Post regularly, with lively topics, a link back to the website to drive traffic.
Always include an image, labeled with the name of the company and alt tags.
Include the name of the company, helping increase our SEO value.
The results are in!
We’ve dramatically increased the relevance and quality of the writing for this client. More impressively, we’ve increased web referrals 60 percent, which has resulted in $95,000 in business.
Changes we’ve made because of this success
One member of our team spends time each month with Google Analytics, tracking web activity, analyzing the relationship among the site and our newsletter, blog and social media posts. The metrics are critical; we want to know what’s working and what’s not.
Because of the increased response to the website, the company has shut down other kinds of advertising that it has been doing for years that was costly and not generating any Return on Investment (ROI).
Instead, we’re putting that money into changes to the website. We’re emphasizing our great people, making information about core services more accessible.
We’re also going to be adding some case studies and giving more prominence to our blogs—we want our clients to use these as a resource.
One more thing: testimonials
We also add two testimonials each week to the site—repurposing these from Yelp or those that our team sends me, making sure that the name of the company is in each testimonial. With every post, every blog, every image, I make sure I’m adding the full name of the company to the online space.
In conclusion . . .
This is a great example of content marketing at work. It requires a steady, committed effort with smart, relevant content.
I love working with this client, and I’m delighted to be part of this success story, looking forward to our new website and new goals for the coming year.