SEO Services and Content Strategy | Case Study

SEO services case study for Adelaide client Overview Jones the Writer Copywriting Services (Ode Marketing’s former name) collaborated with an acoustics engineering firm to enhance their online presence and engagement through SEO services. The partnership aimed to address specific challenges related to visibility, client education, and time-sensitive communication. The client Resonate Consultants is an Australian firm specialising in acoustic engineering and vibration consulting services. This multi-award-winning company has offices across Australia and services a number of clients across multiple industries including building and construction, Defence, education, environment and marine, renewables, laboratories, transport and infrastructure and the arts. Objective The primary goals were to: With the overarching objective to establish credibility among potential clients, clarify the offered solutions, and educate the audience about the benefits of engaging the services early in a project. Challenges Strategies implemented I began working with this client in early 2021, where I devised an in-depth content strategy and audit, tone of voice guide and email marketing strategy. The marketing implementations included: Content example Results It also helped that the CEO knew the value of content marketing and SEO and backed the process and my proposals fully. Impact 31 out of 45 goal conversions during one quarter were directly attributed to organic Google searches. This meant that their SEO was working tremendously to bring in new clients who happened to search for any of their SEO keywords and click on their site. Once on their site, they demonstrated contact by phoning or emailing for an enquiry. That’s nearly a 70% rate of contact from organic Google searches. A remarkable 17.78% increase in goal conversions. Resonate Consultants experienced a notable surge in goal conversions, showcasing an impressive growth rate of 17.78% during the April to June 2023 period. The surge in goal conversions underscores the successful engagement and positive response from their target audience during this timeframe. Most quarters in the recent past have witnessed a consistent upward trajectory in goal conversions on Resonate Consultants’ website. This sustained pattern underscores the consistency of the approach, reflecting not only a one-time success but an ongoing commitment to meeting and exceeding their performance targets through SEO and content efforts. With my help and marketing services, the client successfully transformed their online presence, achieving substantial increases in visibility, engagement, and competitive performance. The implemented strategies addressed the challenges of client education, time pressures, and the need for a reliable online presence. The collaboration demonstrated the effectiveness of a holistic content approach in achieving tangible business results which will make a difference in the business’ bottom line for years to come.

What is Content Marketing?

What is content marketing? Content marketing is a type of marketing that involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Content marketing aims to drive profitable customer action by providing useful information to customers and prospects. Content marketing can take many forms, including blog posts, articles, videos, infographics, social media posts, ebooks, and more. It can be used to educate, entertain, or engage an audience, depending on the marketing campaign’s goals. Content marketing differs from traditional marketing because it focuses on creating long-term customer relationships by providing valuable content that addresses their needs and interests. It is not meant to be overly promotional but rather to build trust and credibility with the audience. Effective content marketing requires a well-defined content strategy that aligns with the business’s overall marketing goals. This includes identifying the target audience, defining the types of content that will be created, and establishing a distribution plan to reach the target audience. How can you create valuable content assets? There are several ways to create valuable content assets: By following these strategies, you can create valuable content assets that will be valuable to your audience and help you achieve your content marketing goals. What are reasonable content marketing goals? Good content marketing goals should align with the overall business goals and objectives. Some common content marketing goals include: It’s important to choose content marketing goals that are specific, measurable, achievable, relevant, and time-bound (SMART goals) to ensure that you can effectively track and measure your progress. How do you generate leads with content marketing? There are several ways to generate leads with content marketing: By implementing these strategies, you can effectively generate leads through content marketing efforts How can you improve your content marketing? There are several ways to improve your content marketing: Following these strategies can improve your content marketing efforts and achieve your business goals. What does the future of content marketing hold? It’s difficult to predict the exact future of content marketing as it is constantly evolving. However, some trends that are likely to continue include: Overall, the future of content marketing will likely involve a greater focus on personalisation, the use of advanced technologies, and the creation of engaging and interactive content. Hire a content marketing professional achieve your organisation’s goals.

Marketing Managers Should Outsource to a Freelance Copywriter

Outsourcing to a freelance copywriter is a no brainer for business owners. But if you’re a marketing manager who works for someone else, have you considered doing the same? While it can be unnerving at first, outsourcing your company’s copywriting allows you to put the best writer in charge of crafting words that will improve your brand identity and aid in converting customers or clients into satisfied buyers. If you’re not convinced yet, here are five reasons why hiring a freelance copywriter could be the best decision you make today. 1) A freelance copywriter can have expertise in writing to enhance your brand identity When you hire a freelance copywriter, they don’t come with a pre-designed template or set of ideas they are already attached to. They will bring fresh ideas and approaches to your organisation. Have you ever been too close to something to notice the obvious? It happens all the time. All it takes is someone new to the data or problem to give you a fresh perspective, and it can open up doors that were previously closed. 2) Freelance copywriters are professional and reliable Marketing managers can’t afford to have their products or services surrounded by amateurish content that doesn’t inspire confidence in customers. By outsourcing to a freelance writer, you’re guaranteed professionalism and reliability because they’ll know they’ll have more work if they produce high-quality work frequently. It’s part of their business model! Do a great job, and you’ll have more work. The freelance writer can also provide flexibility by working on-demand basis, meaning that the marketer only contracts when required instead of being stuck in a long-term commitment. 3) Copywriters provide original content for your company Every marketing manager wants to establish a unique voice that inspires trust in consumers looking for customer reviews online before buying their product or engaging in their service. A professional copywriter will get to know your brand thoroughly and then craft epic content for various assets— web copy, content articles, social media posts, or even slide decks. This original content will see your brand positioned out in front of all your competitors. 4) Level the playing field with a freelance copywriter Outsourcing your company’s content can level the playing field for small businesses. Large companies with an unlimited budget for marketing materials where ‘the average marketing budget for B2B firms accounts for 13% of company revenue.’ This means they hold a huge advantage over smaller companies that don’t have access to these sized budgets. This is where freelance copywriters come in. You don’t have to hire an expensive agency, a new staff member or spend thousands on advertising when you outsource your copywriting work to one person. One of the many ways a freelance writer can benefit a company is by providing convenience and flexibility. Instead of having an employee physically present at all times in an office, marketers may outsource their needs to freelance writers who operate mostly remote from their clients. The writer does not need to be sitting next to or immediately near the marketer like an employee would be required. Imagine all the time and money that would save your company! 5) A freelance copywriters can offer a variety of services Like most copywriters, I don’t just do copywriting. Because of my background in marketing, I provide a range of marketing services, including SEO, email marketing, content strategy and even book blurb writing and book coaching. That means I’m bringing a whole new set of skills to the game that will help advise your strategy and take your marketing to a whole new level. It also means that you spend far less time having to brief me because I already know what you are talking about and, in turn, can provide high-level professional advice to your current marketing challenge. If you are an overworked marketing manager, that spends way too much time deliberating on what to write next or whether you have nailed the headline, reach out to me today.

How to write an ad

Although not as prominent and cost effective as digital advertising, press ads are still relevant and useful for a lot of businesses. But not everyone knows how to write a really seductive ad.  ​Even if you are not able to afford print (aka press) advertising right now, it’s a very useful business skill to learn how to write an ad. Most print advertising comprises of magazines and newspapers. Most monthly magazines work on a print deadline that is quite the way in advance, so you may not see your ad come out for two months. Bear this in mind if you’re advertising time sensitive information. Sometimes publications offer last minute discounted advertising if they are unable to fill their pages – you can take advantage of this if you have an advert almost ready to go. Here are some tips on how to write an ad that is effective: Writing a statement or question Start with an eye catching statement or questions. Be very direct and get straight to the point, there is no time to be vague or misleading when someone is scanning a publication. For example; Business Name provides cost effective marketing service. Be very clear about what emotion you are aiming to elicit from your readers. Desire for relief? Hunger? Anger?​If you write an ad that includes a question or leading statement, be sure to include HOW you will SOLVE the question or problem by the end of the ad. Generally, your services or products are the solution but it is best to make it obvious. Include timeframe Include a timeframe when writing your ad. Such as “now”, “today”, “this year”. For example, ‘Make your business thrive in less than a month.’ Call to action Include a clear call to action. A call to action is a direction given to your readers to make them explicitly do something. For example  ‘book today’ ‘contact me now’, ‘buy this product immediately’.  You press ad’s call to action must point them to your website or to contact you, book an appointment or buy something. It has to instruct a clear and tangible action that they can do straight away.  Ad design Depending on which publication you are advertising with, they may provide an option of creating the design for you inhouse. This is generally an inexpensive and efficient option and they will already know their specifications of sizes etc. Alternatively, you can hire a graphic designer but you will need to provide them with the specifications (sizes and dimensions, deadline, file format that publication requires etc). The publication will let you know what the specs are. You will also need to provide a designer with the copy (words) that you want in your ad. You can design it yourself but remember that the visual aspect of this ad is incredibly vital. People will be flicking past your ad and you want it to get their eye and convey the information effectively in a matter of microseconds. Which one sticks out? Try writing out a few and if you are having trouble deciding which statement or question is more enticing, then write down three options and stick them on your fridge. Over the next three days (any longer and they will become too familiar) notice which one pops out at you the most. Final tips on writing an ad: Remember: Keep it short and clear. Include minimal images and depending on the size of the ad, the logo should be the only image. Include clear contact details (especially your website), phone, email and social media icons Talk directly to a person, eg ‘Do YOU want to lose weight?’ Keep your branding consistent and recognisable. Which means, including your logo. This is far more important than including a picture of your product or service. Still having trouble with how to write an ad? Let me get stuck into some advertising copywriting for you. 

How to Use Mother’s Day for Marketing

Mother’s Day is one of the biggest gift buying times of the year. If you run a small business or service, you should be taking advantage of this special day and organise tailored mother’s day promotions.  Don’t leave it until the last minute – you should already be running your Mother’s Day promotion now!

Quick and easy marketing plan

Want a simple way to come up with your business’s marketing plan? Use these five basic questions to generate a formula that can be used to create the bones of your marketing plan. WHY? Why are you doing this? Why is your business important to you? This is your mission for the business, if you can distil this into a sentence or two, this becomes your mission statement. WHAT? This is your objective. What exactly is it that you want to achieve for your business and by implementing this marketing plan? WHEN? When do you want you to achieve your goals? Do you want to have an income of $200 000 by the end of the year? Set a realistic timeframe. HOW? Now this is where the strategy comes into play! How are you going to achieve your WHAT through marketing? This is question will need more time dedicated to it than the first four as it is going to be a complete breakdown of the exact steps you need to take to achieve your goal and good marketing plan is looking at least twelve months ahead. What techniques, activities and avenues are you going to use to achieve your objectives or your WHAT? A great way of doing this is creating it backwards from your end goal, retracing your steps until you arrive at where you currently are. Don’t forget that disgusting “B” word… budget. Boring but vital. WHO? Look at the WHO of your marketing plan and it may not just be you, as you first suspect. You might need and want to bring in extra resources and freelancers – there a lot of people out there that have the skills and knowledge that you just don’t have (you can’t know it all!) Don’t hesitate to hire an expert. Bonus challenge: Whack on the WHERE question. Where are you going to implement your marketing plan? Is it just your home city? Or are you going to plan some goals that focus on broadening your business’s reach to interstate or overseas or very importantly, the internet? GET A HANDY MARKETING STRATEGY TEMPLATE HERE

Here’s What You Need to Do to Become a Successful Copywriter

Starting out as a freelance copywriter? Here’s some very quick tips that will ensure you are successful:   Send your client a copywriting brief to fill out before you begin the job. I prefer to do this before I quote so that I know exactly what the client is after and how I can best deliver this. Brevity. ‘nuff said. Write with voice. Don’t be shy to add your own unique voice to the copy – even if you’re writing corporate material. This will help you stand out from others. You are now in a client service industry. Congratulations slash commiserations. Your priority? Keeping your client happy. Not just happy but ecstatic. Otherwise, they have no reason to keep hiring you and referring you to others. Write copy directly to your consumer. Imagine this: you’re at a party, you corner someone and deliver a succinct, punchy speech to them and “bamm”, you walk away. Essentially, you want to emulate this with your written sales copy.  

18 reasons why you should be blogging

Are you one of the very few people left who don’t yet blog? Have you abandoned the thought of it thinking it will be a waste of your valuable time? Perhaps it’s time to rethink blogging? Particularly if you are a creative or you want to create opportunities to promote our business to a wider community. Starting a blog is the one thing you can do to improve your current business. Here are a eighteen reasons why you should be blogging. It: You might be interested in learning more about blogging with the Blank to Brilliant: write a blog post online course.