Case study 1
Goliath has a chink in his armor…
When we begin working with companies in competitive fields, one of our first priorities is to identify the competition.
We note what they’re doing well and what could be improved. This allows us to identify opportunities for our clients.
Identify weaknesses
When we first started working with an up and coming hydration company, we knew the competition would be fierce.
There were several well established brands with strong followings. In addition to the competition, our client was bootstrapping their business. They didn’t have the expendable finances of their competition.
Instead of taking a traditional approach, we adopted the approach of a software company to start.
The first thing we noticed was a lack of solid content strategy within the industry. Companies were spending a lot on PPC, but focussed little on organic search.
We knew we wouldn’t be able to go head-to-head with the same strategy of the big players. So, we set out to establish the company as an authority within the space – one that would answer all the questions and address any of the objections within the space.
DISCLAIMER:
The umbrella goal of this content strategy was to assist in the company’s brand building efforts. We were focussed on longterm, sustained growth – not making a quick buck.
Take a different approach
We decided against dumping all of our eggs into the PPC basket.
After laying the groundwork for a solid brand, we began identifying the most commonly asked questions in the space.
We take each of our clients through a similar processes, accounting for their particular needs.
Step 1: Make a list of short term keywords
We identified 20 long tail, high intent keywords that we would be able to rank for within 6 months.
Step 2: Make a list of long term keywords
We identified an additional 20 long tail keywords that we would be able to rank for within 6 months.
Step 3: Develop content calendar
We’ve developed a unique spiderweb approach to developing our content calendars. This allows us to improve internal linking for faster results.
Step 4: Land and expand
We adopted Neil Patel’s land-and-expand strategy after publishing each piece of content.
As soon as it ranked, we expanded on the particular piece of content.
Step 5: Continue expanding
When the post broke page one or two of the SERPS, we doubled down on the piece of content: we generated more backlinks, created custom infographics, and made any other relevant improvements.
“Due to the content developed by Noah and his team the traffic to our site now ranks our store in the top 3% of stores that started the same time as us on Shopify! So glad to have him on our side!”
— Seth Inyang, Co-Founder of Elemental
The results
Within nine months we were able to rank for four long tail keywords that generated 35,000 unique visitors.
Three of the keywords had previously linked to competitors.
Let us do the same for you. Drop us a note so we can get started.
Case study 2
When CNN ranks for your company’s branded term…
Case study details coming soon.