How a small accounting software organization boosted their brand awareness through thought leadership and secured placements in three of the top ten biggest U.S. daily newspaper sites
Supercharging thought leadership campaigns with sponsored content amplification
As a new accounting software option for small to mid-sized businesses, Gravity Software’s biggest challenge was to gain awareness in a market of well-known accounting solutions and gain new business.
While creating gated content and blog posts helped Gravity boost their organic traffic, they knew that they needed to look to paid media distribution to help grow their brand awareness through a thought leadership campaign.
Gravity's Premium Expert Series placement
How does this work?
By combining Brandpoint’s Premium MAT release capabilities with the Expert Series offering, Gravity Software was able to secure placements of their President/CEO’s thought leadership article on top-tier publishers online, including the Houston Chronicle and the San Francisco Chronicle.
Brandpoint worked with the Gravity team to write a bylined article that was promoted by our publishing partners to people who work in Gravity’s target industries: finance, IT and tech, and technology.
Boosting performance of existing content to drive more organic search traffic
In addition to the Premium Expert Series, Brandpoint has worked with Gravity on driving organic search traffic to improve their ranking and earn more inbound leads.
The owners had been publishing blog content but as the business grew, they no longer had time to continue creating their own content. They also didn’t have the expertise to determine the most effective topics to target.
Brandpoint conducted a 30-page content audit to identify new topic opportunities based on top performing content. The audit also outlined ways to interlink related content and optimize the pages to boost key user metrics that could result in more organic search traffic.
In addition, Brandpoint researched competitors’ content and conducted keyword research to fill content gaps in the market and to target keywords and phrases that lacked quality content in search results. Brandpoint also identified technical issues with the site and supported the Gravity team in solving those challenges.
After the strategy was created, Brandpoint executed on creating new blog posts and gated guides, as well as optimizing existing content. After a few months, Gravity’s overall organic search traffic to the website increased by 49% (quarter-over-quarter) and the majority of new leads now come through Gravity’s website.