Case Studies

“We generated 8 high-ticket leads in 5 months, each worth between $10,000 and $30,000”

The Challenge: when we first met Matt from CoreIntegrator, he outlined their unique problem. You see, the two-person marketing department had been doing well. They had been committed to the blog for about 10 years, and had built up great kudos with Google, meaning they were bringing in great traffic from search.

But none of this traffic was converting. In fact, CoreIntegrator had never been able to attribute a single lead to content marketing.

The Solution: we got to work in performing a content gap analysis. The first step was to develop a number of rich customer personas, and deeply define who was buying (or could benefit from buying) from CoreIntegrator.

Then, it was about auditing the current content. In particular, we searched to adapt the angle of well-performing pieces, aligning them to a BOFU search intent. Similarly, we scoured competitor’s websites to see where they performed well, and to find any gaps for CoreIntegrator to exploit.

Finally, we developed a strategy around transparency. The finance automation industry is notorious for vague pricing, and we knew that had to change if the company wanted to generate sales from the content itself. We created templates for pricing, comparison and product-based content that remained optimized for search, and could be repurposed into the email funnel.

The Results: exactly five months after the beginning the audit, we’d produced enough content to generate eight high-ticket leads, each worth between $10,000 and $30,000.

Even better, the internal team were able to focus on other avenues; pedaling ads, creating webinars and doing sales demos, enabling us to power on in the background.

“Doubled the website traffic with just 15 pages of killer content”

The problem: an enterprise regulatory intelligence brand is really well-established offline. Used by the regulators themselves, this company is thoughtful and intentional about the services they provide, and are recognized around the globe. 

But they were a little late to the digital marketing party. While the marketing team had been working hard to get things tipping over, the sheer amount of content to create was overwhelming. 

It felt like the team was constantly playing catch up as they aimed to shoot weekly videos, report on updates to regulations, and explain requirements to their potential clients.

The solution: This regtech brand outsourced a portion of their thought-leadership blogs and glossary-style posts to us.

We interviewed internal members of the team to gain original insights, and used these quotes to form new angles. This would directly go against competitor content on the same topics, allowing us to distinguish the brand and find relevance.

Moreover, we built up kudos with the reader by creating value-driven posts without a strong call-to-action. The search intent for many of these terms was informational, which meant that we could become a trusted source for the reader without pushing a sale.

This initial launch was also about building kudos with Google, by creating a bank of content to attack the algorithm at volume.

The results: the reg tech brand said, 

“We sent an initial ten pages live to start creating the business case, as we believe the foundation of the website is now in a strong enough position to rank for organic terms. We followed with five more pieces, two days later. 

Since sending these pages live, organic non-branded clicks to the website have doubled. We’ve measured that the additional fifteen pages have matched the normal amount of traffic that the website provides, daily. This enforces the data to show that Google is indexing our pages, as we have not manually indexed them. 

The results to date are positive, with [my client] overtaking [major competitor] ranking for [piece we wrote]. This provides one of the largest sources of organic traffic to [competitors] website.”

“900,000 page views and 11,000 clicks, 6 months after launching in the UK”

The Challenge: Pleo is a powerhouse fintech focused on offering b2b business expense cards and expense automation solutions. Established in Denmark, the marketing team had done a great job of building out their content for a specific decision-making audience.

However, in 2021, Pleo was set to launch in a new market: the UK. The problem? Most of the brand’s content was centered around Danish culture, workplace benefits and government schemes. It wouldn’t connect with a UK audience, wouldn’t be searched for by UK decision-makers, and wouldn’t convert into UK clients.

The Solution: that’s where we come in. Once Alicia and Luke from Pleo had devised a strategy, we got to work writing the content. 

Pleo’s tone of voice is unique - it’s friendly and even humorous, cutting through traditional b2b reads. This made the project incredibly fun for us, and meant that we could test and play with different concepts. We wrote timely articles, from HMRC benefits schemes with upcoming deadlines, to more common workplace finance systems like the imprest system. 

We averaged one per week for six months, accompanied by some fabulous custom graphics created by the Pleo team.  

The Results: over the course of six months, Pleo’s website skyrocketed. 

Our articles alone were responsible for generating over 900,000 page views, with 11,000 potential customers clicking onto the site from search. That’s not to mention the sales from any of the other distribution channels. 

The team at Pleo said, “Shan was a huge help in getting our organic traffic strategy up and running for the UK blog. Easy to communicate with and always delivers within the set deadlines - can definitely recommend working with her. Because of Shan’s work, we could prove that SEO success for Pleo in the UK is possible.”