case study: seo and lead generation library...for publishing regular content aimed at both ends of...
TRANSCRIPT
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P 03 | Opportunity
P 06 | Solution
P 10 | Results
P 13 | Resources
CONTENTS
www.castleford.com.au
ABOUT BAUMART
BauMart is Australia’s leading supplier of Indonesian stone, providing a range of high quality products to landscapers, architects,
pool installers and home renovators.
The company has earned a reputation for quality, reliability and competitive pricing in this specialist market. BauMart offers a
wide variety of stones including green sukabumi, sandstone, limestone, basalt and lavastone. These products create unique
aesthetics for swimming pools, stone walkways, natural stone walls, stone floors and patios.
BauMart has offices in Western Australia and New South Wales. It is the exclusive distributor in Australia for D&W International.
When it comes to digital, the team at BauMart were keen to leverage content marketing to promote their brand; educate new
and existing customers about their products and their USPs; and start generating some leads through their website.
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GOALS
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12MAILING LIST
SUBSCRIPTION
CONTACTUS
BauMart has always had a strong reputation in a niche market. But the company had a very limited presence in Google’s search
results, which was something our contacts, Matt and Amanda, wanted to change. They were also keen to offer more in-depth
product information to their existing and potential customers and generate some inbound inquiries for their sales team.
STRATEGISE, CREATE, AMPLIFY
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In the first 6 months working with Matt, Amanda and their team we focussed on two areas: the first was creating dedicated search
landing pages for their most important products. This helped their site rank in Google’s search results for priority, product-related
keywords. It also helped to improve the depth of the product information available on their site.
The second was creating a blog and populating it with engaging, search-friendly content. We used a content calendar to drive our
blogging strategy, which allowed Matt and Amanda to keep tabs on what we were doing without having to get involved with every
post. They also benefited from access to a dedicated Content Strategist who was able to advise on search, conversion and UX, as well
as creating and running their rolling content marketing plan.
BLOG CREATION
STRATEGIST SUPPORT
STANDARD EDITORIAL
LANDING PAGES
BLOG CREATION & STRATEGIST SUPPORT
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A blog or news section is an excellent tool for driving content marketing campaigns. It provides a central hub
for publishing regular content aimed at both ends of the sales funnel and it is something BauMart could
make use of beyond their relationship with us. After creating their news section and installing our content
API we started building it out with regular posts to help grow the site’s keyword footprint and offer more
value to users.
BauMart was assigned a dedicated Content Strategist to act as the main point of contact. Matt and Amanda
have been able to work with their Content Strategist to get the tone, style and topics of the blog content on
point and develop new landing pages that provide accurate product information and rank in search.
BLOG CREATION
STRATEGIST SUPPORT
STANDARD EDITORIAL & LANDING PAGES
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For BauMart’s blogging strategy we used a content calendar to plan the posts in advance. A content
calendar is a useful tool for keeping blog content in line with target keywords and topics. It also allowed us to
publish more regularly, which is great for building out a new blog on a small site.
Dedicated landing pages for BauMart’s key products have been an essential part of our initial content
marketing strategy. By creating in-depth product-related content, we’ve been able to get the site to rank in
search for a number of target keywords. We’ve also created some calls-to-action to prompt more users to
reach out and get in contact. We’re already starting to see some inbound inquiries come through the site.
BLOG CREATION
STRATEGIST SUPPORT
STANDARD EDITORIAL
LANDING PAGES
WHAT THE NUMBERS SAID
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TRAFFIC
Quarter-to-quarter increase in organic search traffic after the first 6 months.
213%
SEARCH
Page one rankings for priority
“Indonesian stone” keywords.
#1
LANDING PAGES
Quarter-to-quarter increase in
pageviews on new search landing page after first 6 months.
20%
LEADS
Actionable website leads since new
calls-to-action went live.
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WHAT THE CLIENT SAID
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“Castleford have been and will continue to be a great resource in helping to build our business and the BauMart name.
“Their understanding of our products and the core of our business is impressive, and with online presence being such a paramount foundation for increasing sales activity and site visits we are very grateful for their services."
Amanda McCurrySales Manager at BauMart
RESOURCES
Downloadable whitepapers on topics covered by this Case Study
13www.castleford.com.au
14www.castleford.com.au
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
15www.castleford.com.au
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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