COMMUNICATIONS BARRETT · With search engines regularly changing their ranking factors, it’s...
Transcript of COMMUNICATIONS BARRETT · With search engines regularly changing their ranking factors, it’s...
www.castleford.com.au
BARRETT COMMUNICATIONS
CASE STUDY: TRAFFIC, CONVERSION AND LEADS
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P 03 | Opportunity
P 06 | Solution
P 11 | Results
P 14 | Resources
CONTENTS
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OPPORTUNITY
An introduction to Barrett Communications
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BARRETT COMMUNICATIONS
Barrett Communications is a specialist manufacturer and supplier of commercial high frequency, tactical high frequency and
very high frequency communications equipment. They operate globally and have offices in Australia, the UK and the USA
offering their services to the tactical, critical communications, and humanitarian industries.
We work with Barrett Communications across their entire online marketing strategy including their on-site content, the look
and feel of their website, and email marketing.
Barrett Communications utilised Castleford’s services through blogging, high value content, landing pages, graphics, and
newsletter content.
This strategy was coordinated by their Content Strategist, and executed by our editorial and graphics teams.
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GOALS
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GENERATE LEADS THROUGH
WHITEPAPER DOWNLOADS
GENERATE LEADS THROUGH ENQUIRY
FORMS
CAPTURE NEWSLETTER
SIGN-UPS
We were able to help Barrett Communications identify their primary and secondary goals. These website user actions
help them grow as a business online and get a measurable return on their marketing spend.
SOLUTION
Tailored content marketing for Barrett Communications
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STRATEGISE, CREATE, AMPLIFY
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At Castleford, we deliver a broad range of content marketing products using our specialist, in-house teams. Through a very
diverse strategy, Barrett Communications were able to take advantage of a range of products.
Everything we do is priced in units meaning that the strategy has been flexible to ensure we remained on track to achieve
Barrett Communications’ goals.
WORDS EMAIL MARKETING
EDITORIAL FEATURES
SEO REPORTING
LANDING PAGES
UXANALYSIS
EDITORIAL FEATURES & LANDING PAGES
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We used our unique Content Mapping process to create regular, targeted blog posts. Content Mapping is
about identifying gaps in relevant search results and creating articles that better serve the needs and
expectations of users. The aim was to drive highly relevant organic traffic to the website by writing engaging
content.
With a strong focus on SEO, Search Landing Pages are a must. We assessed the Barrett Communications
website and created content for 4 key pages. The regular blog articles then linked to these pages, further
strengthening their search presence.
EDITORIAL FEATURES
LANDING PAGES
EMAIL MARKETING & SEO REPORTING
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Castleford worked with Barrett Communications to create a regular email newsletter sent to their email
marketing list. These campaigns have regularly driven results above industry averages.
EMAIL MARKETING
With search engines regularly changing their ranking factors, it’s important to ensure websites adhere to the
current guidelines. We created an SEO Report for Barrett Communications which identified areas which
could be improved from a search engine point of view.
SEO REPORTING
UX ANALYSIS
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Getting visitors to the site is one thing, but getting them to use your site effectively is much more important.
The UX Report we created for Barrett Communications assessed the site from a typical user’s perspective to
ensure conversion paths were as optimised as possible.
UX ANALYSIS
RESULTS
Content marketing success for Barrett Communications
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WHAT THE NUMBERS SAID
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KEYWORD IMPROVEMENT
Across 2017, 71% of core keywords
increased or retained their Google search
ranking
ORGANIC LEADS
The second half of 2017 saw an
increase of 265% in leads driven from
organic traffic
265%
ORGANIC BLOGTRAFFIC
The second half of 2017 saw an
increase of 247% in organic blog visits compared to the first half of 2017
247% 33%71%
ENGAGEMENT METRICS
The second half of 2017 saw visitors spend an extra
33.45% of time on the website - after
Castleford consulted on the UX of key pages
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WHAT THE CLIENT SAID
“Working with Castleford on our online marketing strategy has been very beneficial to our business. The knowledge that the team at Castleford bring is brilliant. I can run ideas and some of our challenges past them and they will guide us in the best way to further enhance the agreed strategy. They also guide us on the steps we need to take to do that.”
Suzie HaworthMarketing Officer
RESOURCES
Downloadable whitepapers on topics covered by this Case Study
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WHITEPAPERS & EBOOKS
This is a selection of our Downloadable Whitepapers and eBooks on a broad range of content marketing topics.
You can read about how content marketing works here, and browse more of our downloads here.
You can also subscribe to our fortnightly ‘Content Marketing Highlights’ newsletter, and find more valuable content in our Resource Library.
FACEBOOK MARKETING 50 tips and tricks to help you get Facebook marketing working for your business
SEO AND CONTENT MARKETINGThe leading roles both SEO and content marketing play in the digital marketing mix
INBOUND MARKETING BEST PRACTICESHow to generate higher-quality leads with inbound marketing best practices
THE FUTURE OF CONTENT MARKETINGYour guide on how to keep up with the ever- increasing rates at which content marketing evolves
USING SOCIAL ADS FOR LEAD GENMaximise your content marketing reach and generate leads through social media advertising
GOOGLE ANALYTICS GOALS How to use Google Analytics goals to tell you which content turns visitors into leads, and how much value that represents to your brand
LINKEDIN MARKETING 50 tips to help leverage LinkedIn marketing to build awareness and generate leads
WEBSITE REBUILDS50 key tips when creating your new site from a content marketing perspective
CONTENT MARKETING ROIThe essentials of content marketing ROI and how to drive bottom lIne results for your business
WEBSITE USER EXPERIENCE 60 actionable UX tips make life easier for your visitors and increase your chances of converting more of them into customers
WHITEPAPERS EBOOKS
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We are Castleford: an experienced, creative, full-service content marketing agency working with a broad range of clients in Australia and New Zealand.
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