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 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 our team works with clients. We try to leverage anything that’s going on in the news that may be relevant to our business and take off from there. For each blog, we also adhere to best practices:
- An estimated 300+ words to rank well in search engines
- An intra-linking strategy, linking to parts of the website where there is more information about an important word/topic.
- A strong call to action with a link to the Contact page
- Use of subheads to break up the page visually, identifying these with H3 or H4 tags
- Identification of keywords and a metadescription
- An attention-getting title that’s within 50 words (need to be thinking of mobile users)
- Posting to four social media sites, including posting the blog in its entirety to one of the owners’ Linkedin page
We post to 4 social media sites 2x/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!
In the year that I’ve been working with this company, we’ve dramatically increased the relevance and quality of our writing. More impressive, we’ve increased web referrals 60%, which has resulted in $95K 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 a dud!
- This company places a high value on customer service. We’ve realized from our work that our clients value our people, so we began to feature one of our team every month in a blog, in the monthly newsletter and on social media, which gets a very positive response.
- Because of the increased response to the website, the company has shut down the newspaper advertising that it has been doing for years—costly and not generating any 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.