Workshop Digital
The Background
In January 2019, I joined Workshop Digital as part of their in-house marketing team. While the agency had successfully offered pay-per-click (PPC) advertising and search engine optimization (SEO) for several years, I was hired to improve lead generation and build out internal brand efforts.
To start, we built out a content marketing program from scratch, which included auditing all existing content and developing a marketing calendar and internal content policies. Working in conjunction with my Marketing Manager, we identified target industries and developed comprehensive lead generation campaigns—including paid ads, optimized content, and email nurturing—around specific buyer personas across a variety of industries.
I also took control of all email marketing, social media, and blogging efforts. In addition to writing all social posts, emails, and newsletter content, this included reorganizing a list of leads and prospects into appropriate industry groups, segments, and tags. It meant writing content around specific keywords and editing current content to meet new initiatives. And it found me working directly with SEO analysts to analyze historical and current data to identify trends and develop content goals. In addition to ranking on the first page of Google for a variety of keywords, my efforts resulted in several featured snippets.
Perhaps our biggest initiative in 2019 was a massive website relaunch for the company. Because the old version of our website lacked substantial lead generation opportunities, we worked directly with an outsider vendor—including their UX and web development team—to identify opportunities for design, calls-to-action, contact forms, and other conversion opportunities.
I wrote all content from scratch. Working with our in-house SEO expert, I organized existing content and identified opportunities for new pages. This meant developing the agency’s first-ever industry- and service-specific pages and revamping case study pages in hopes of attracting new leads.
The Results
After managing the content migration of a massive website relaunch in 2019, my team and I saw a 37% YOY increase in blog sessions this year, including 83 organic goal completions. In addition to my optimization efforts, this success can be attributed to a company-wide blogging process I rolled out in Q2 of 2020, which improved our share of voice.
For more information on our website launch, check out our blog series (screenshot below), which illustrates the website redesign in greater detail from both a content writer and an SEO analyst.
