☞ CASE STUDIES & NARRATIVES
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The Cheat Code for Your Content
The Cheat Code for Your Content
Working with your performance data gives you a cheat code to hit the mark better, faster, and more predictably.
Want to see what I mean?
Here are a few real-world examples of what we can do with insight to inform your content strategies. And (big bonus!) when you combine that analytical aptitude with your unique voice, you build the kind of trust that reaps long-term results.
☞ CASE STUDY: CONTENT STRATEGY, SEO, & GEO OPTIMIZATION
#1
#1
organic ranking
& Google AI
Overview citations.
organic ranking
& Google AI
Overview citations.
The Challenge:
The Challenge:
In taking on the content management role for an EdTech client, the first thing I noticed was that their publishing schedule had always been sporadic. And they had no strategy underpinning the content they launched.
The client offered stellar services. Their existing customers spoke so highly of their experiences with the company, you would think they were on the payroll. But the company wasn't getting that across in their digital presence.
Operating in a super niche vertical, they relied on referrals for the entirety of their lead generation. When we began, they ranked for around 100 keywords, mostly accidentally. And none were targeted for the audience intent.
The Strategy:
The Strategy:
Looking at their analytics, I recommended increasing the publishing schedule, maintaining consistency, and adopting an inbound approach to deliver useful, actionable content for their key audience.
The strategy included content topics and clusters aimed at building authority based on internal and external target audience research:
Created narrative-driven pieces that explored the top benefits, best practices, and tips for the target audience.
Launched structured content focused on solving for pain points that kept the target audience up at night.
The Results:
The Results:
In the first six months, the content:
Landed the #1 organic position for targeted industry keywords
Earned Google AI Overview citations for targeted industry keywords
Increased organic traffic by 21%
Expanded targeted keyword rankings by 338%
Boosted Page 1 visibility by 300%
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☞ CASE STUDY: COACHING INDUSTRY
30%
30%
decrease in
bounce rate.
decrease in
bounce rate.
If you’ve ever had content hit the floor with a thud, you know exactly how traumatic that stress can be.
But bad performance does more than scare the hell out of your stakeholders. It tells you what’s not working. And those insights open the door for massive improvements.
That was the case for a client in the business coaching space.
The Challenge:
The Challenge:
The client built out a robust website that should have garnered a ton of organic traffic. But their blog traffic didn’t even have a pulse. And time-consuming campaigns to distribute their content through social media and email didn’t help.
The Insights:
The Insights:
Looking into the performance, most of the blog posts registered bounce rates of 90% and higher. And heat mapping confirmed what I was afraid of: when the rare reader landed on the page, they weren’t sticking around past the headline.
I dug into a writing assessment to see what was going on and found:
Visually dense layouts. Every blog post featured long paragraphs, crowded formatting, super-high reading times, and virtually no white space. No bullets, lists, callouts, or quick actionable tips. It was a recipe for exhausting the reader before they even started.
The title and headlines weren’t optimized. They didn’t tell readers what the post would deliver or why they should care.
The introductory paragraphs made use of storytelling, but they didn’t make the premises clear. After reading two or three paragraphs, a reader still didn’t know what they would get out of reading the post.
Posts didn't highlight any discernable keyword or use SEO best practices.
When SEO keywords were used, they weren’t targeted for the audience’s intent.
The Fix:
The Fix:
I recommended creating new content aimed at skimmability to lead readers down the page, and updating old non-performing posts with that in mind. At the same time, I prioritized SEO research to refine the targeted keywords.
The new and updated posts focused on making clear promises in titles and headers, using best practices for SEO, and editing for precision to cut some of the extra wordy posts down.
The bounce rate dropped below 70% for all posts, with an average 30% decrease in bounce rates. And traffic started to tick up, giving us something to build on.
☞ NARRATIVE: SAAS INDUSTRY
75%
75%
of all posts ranking
on the first page
of all posts ranking
on the first page
Enterprise solutions often have their work cut out for them. They serve multiple verticals and have to compete with niche providers who’ve got their sticky fingerprints all over the search terms that’ll put them in front of the target audience.
That was the case with a global leader in the SaaS/PaaS space.
They required expert-level execution to develop content tailored to rank for highly competitive keywords. Working with a detailed SEO strategy and a deep wealth of social proof and case studies, the blog posts I launched focused on user intent and SEO best practices.
The result: 75% of all blog posts ranked on the first page for their targeted keywords.
"Woman Sealing a Letter" 1738 - Étienne Fessard
Build trust & authority.
Build trust & authority.
When you’re looking for quick wins, outbound is your best bet.
Buuuuuut... There’s one problem with ads and direct outreach: if you stop investing in outbound (in time or money), your pipeline dries up.
Creating a content strategy that includes both outbound and inbound can help you build greater authority and stability.
Inbound isn’t fast or sexy, with all the sparkly appeal of clever ad copy (though you can absolutely get creative).
But building quality content is a long-term blueprint to foster real relationships with your audience.
It’s the workhorse of everyday business. More substance than flash and exactly what you need to earn trust.
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