Industrial Materials Converter
Industry-specific content elevates organic visibility
Meet the client
Since 1959, an industrial materials converter has been providing personalized customer care and manufacturing solutions. The company offers die-cutting, laminating, slitting, packaging, assembly, and other manufacturing services to various industries.
Situation
The materials converter approached Brandpoint for assistance in creating industry-specific content to increase organic search visibility and generate inbound qualified leads and conversions. The goal was to develop a compelling message that resonates with the target audience and drives measurable results.
Strategy
Brandpoint’s approach included strategic planning, content creation specifically tailored to the target audience, and ongoing optimization, while continuously monitoring and reporting on performance to drive results.
Execution
Brandpoint conducted comprehensive keyword research, planning, and onboarding to uncover content opportunities. Armed with an understanding of the competitive landscape, Brandpoint drafted a content strategy to attract the desired audience through search and social media to a conversion-optimized landing page. Once there, a brief video extolled the organization’s differentiators and an eBook full of helpful tips was available for download. Those who downloaded the eBook were added to a value-driven email nurture campaign urging readers to request a proposal for services.
Results
Last year’s website traffic, 2022, is up nearly 200% in comparison to 2021 and the average bounce rate is down 12%.
The mix of content deliverables, such as blog posts, eBooks, videos, and social media posts, were designed to attract the target audience, increase organic search visibility, and ultimately generate qualified leads and conversions. The keyword research and industry-specific content topics helped ensure that the messaging was tailored to the target audience, which clearly resonated. YOY website traffic increased nearly 200% while the bounce rate decreased by 12%.