What do you do when a company has tonnes of old content just sitting there, not creating leads? Do you ditch it and start afresh?
No! You do a Clark Kent. You step into a phonebox and magically transform, ready to save the day as ‘Lead Generation Man (or Woman)’.
This consultancy had a content library spanning over a decade. And while the articles featured plenty of impactful ideations, much of the material no longer aligned with the company’s current positioning. The tone of some of the articles didn’t sit with the brand’s voice either.
The company had experimented with CTAs (calls to action) within their WordPress website articles, but they didn’t create the sought-after conversions. There were also issues with the site’s performance which affected the search engine rankings.
The SEO-saving mission
Content pillar strategy: We devised a content pillar strategy using HubSpot’s content clusters to group content under relevant themes. Search engines could better understand the content’s relevance and relationships, driving more organic traffic.
Migration to HubSpot: We moved the entire article section to HubSpot, improving the site’s speed and allowing us to optimise content for search engines.
Content Audit: We moved only relevant, up-to-date content to the new platform. Outdated articles were either removed or updated to match the current brand voice.
Evergreen Content Creation: We made sure articles didn’t become quickly outdated, so they could be shared and used as lead magnets.
Enhanced Article Pages: We designed a new template for HubSpot article pages that featured clear CTAs. Each article page encouraged visitors to either book a call or view gated content.
