Organic traffic
Posts centered around news about the organization, but there weren’t that many people coming through search results to find them.
Pain Points
Brand awareness
The traffic the blog drove was already through branded terms, meaning it wasn’t growing awareness of the client.
Lead generation
The lack of educational content meant the blog was doing little to drive leads, whether readers were interested now or remembered about the client later.
To solve their problems, we focused on a variety of strategies to create high-quality content that could turn the client’s blog into an effective marketing tool.
Tone and voice
Each post needs to sound just right. We worked with multiple members of the client’s team to determine a brand voice and personality that resonates with seniors and their caregivers.
Topic ideation
Every topic needs to resonate with potential residents and their loved ones, so we focused on relevant themes of senior housing, healthy living, emotional wellbeing, and finances.
Keyword research
Posts aren’t helpful if people can’t find them. We used tools like Semrush to identify quality long-tail keywords that combined relevance and search volume to create targeted content that could rank for viable terms.
Content consistency
Successful blogging is a commitment. We developed an ongoing calendar to produce multiple posts each month to continue building an effective content library that helps educate readers and convert them into leads over time.
The Results After One Year
16x
Increase in average daily clicks to the client’s blog posts.
1,081%
Increase in average daily impressions for blog posts.
1,697%
Increase in keywords ranked in the top 10 Google SERP results.
Want to turn your blog into an effective marketing tool?
Reach out today to see how we can support your digital marketing efforts.
