Case Studies ➤ Core Integrator
Core Integrator Case Study
Sept 21 • Shannon Trimble
Table of contents:
The problem: tons of blog traffic but zero conversions
The solution: conversion-focused content with search intent match
The results: $160k generated in leads directly attributed from the blog channel
The problem: content was a redundant channel
The team at CoreIntegrator had been building a good bank of high-quality content f or around 10 years, written both by the internal staff and freelancers. This content was driving tons of traffic, which led to hundreds of clicks per month. But none of those clicks converted into customers.
That’s right - the content channel had generated exactly $0 in revenue in over 10 years.
Leadership at CoreIntegrator had begun to grow weary of allocating more budget towards content when it didn’t drive revenue. But the Marketing Manager knew the potential that organic content could bring.
I spent six months working with finance automation brand, Core Integrator, pivoting the brand’s content strategy in order to generate leads. This partnership was all about the bottom line numbers, with lots of focus on customer decision-making to drive our content efforts.
Core Integrator marketing manager Matt reached out to Shan at The Search Cure with a distinctive problem. Through the strategic publishing of new and re-optimised content, the company was able to reap the rewards of a six figure ROI.
The solution: conversion-focused content with search intent match
I was brought in to audit CoreIntegrator’s current content, provide a new strategy, and see it through by creating the content.
During the audit, I focused on finding the top performing SEO content, and figured out how conversion-focused each of the topics were. In particular, I was looking for content ranking between positions 4-20 for their primary keywords. I also performed competitor research, delved into the messaging of the company, and identified key gaps.
I put together a four-month content creation strategy after the initial audit. Half of the work would involve re-optimising current content pieces to tweak their search intent and transform them to be more conversion-focused. The second half of the plan involved creating entirely new content from scratch.
Since this was a bottom-of-the-funnel strategy, I focused on creating five key types of content, prioritised by keyword search volume:
Pricing pages
Competitor comparisons
Alternative lists
Use cases
Product feature focuses
One important part of the strategy was in the content distribution plan. For example, the competitor comparisons were fair enough that we reached out directly, and had competitors sharing CoreIntegrator’s content. Likewise, the use cases often mentioned third parties who would be more than happy to share.
A key challenge in this BOFU strategy is that the finance automation industry is notoriously private. It was hard to get sign-off from stakeholders to be so transparent about pricing. But we were able to create a workaround, where we could help customers calculate the price of their own invoice automation, for example, without listing CoreIntegrator’s set prices.
The results: approximately $160,000 in sales within 5 months
We bolstered up the content with original and relevant visual aids, and were able to rank within the top results for our primary search term on multiple occasions. But as with any content strategy, these pieces will need to be regularly updated in order to stay relevant, and continue ranking at the top of the search results.
Immediately after the content in this campaign was published, we measured the number of leads. CoreIntegrator had 8 strong leads enter their pipeline, which were each worth between $10,000-$30,000. Since then, the results have continued to fly in!
Clips from this campaign: CoreIntegrator vs AvidXChange | Cost of Procurement