WMC ACCOUNTING CASE STUDY: SEO AND LEAD GENERATION.

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1 WMC ACCOUNTING CASE STUDY: SEO AND LEAD GENERATION

2 CONTENTS P 03 Opportunity P 06 Solution P 11 Results P 14 Resources 2

3 OPPORTUNITY An introduction to WMC Accounting 3

4 ABOUT WMC ACCOUNTING WMC Accounting is a specialist provider of accounting, bookkeeping and financial advisory services based in Geelong, Victoria. The firm has a strong local presence, but also works with clients from across Australia, drawing on the vast and diverse experience of its directors, accountants and advisors. WMC prides itself on its ability to understand the industry trends and commercial pressures impacting its clients and on its commitment to solving their problems, big or small. Like a lot of professional services firms, WMC traditionally got a lot of its business through returning clients and word-of-mouth, but was also keen to leverage its digital presence. With no dedicated, in-house marketing team, WMC lacked the time and resources to create and execute a content marketing strategy for its business. 4

5 GOALS WMC Accounting uses its website to explain its products and services; to introduce its directors and other key members of its team; and to establish itself as a trusted, authoritative partner for existing and prospective clients. Our priority since we started working with Ali Ward and her team at WMC has been to grow the site s reach in organic search and drive more users to key pages on the site where they can take useful actions. REQUEST APPOINTMENT EBOOK DOWNLOAD 2 APP DOWNLOAD 1 3 5

6 SOLUTION Content marketing for WMC Accounting 6

7 STRATEGISE, CREATE, AMPLIFY WMC Accounting has been able to leverage the range of skills we can offer through our specialist, in-house teams. Since the start of our relationship, WMC has had a dedicated Content Strategist to act as a point person for its content marketing strategy. Our Content Strategist helped to identify the goals, set the priorities and select the best mix of products from our Content Menu. We built a blog so that WMC could publish regular, high quality content; we worked on new landing pages to provide more value to users and improve the site s traction in search; and we developed downloadable ebooks to capture leads from visitors who weren t ready to commit to an appointment. BLOG CREATION STRATEGIST SUPPORT PREMIUM EDITORIAL DOWNLOADABLE EBOOKS LANDING PAGES 7

8 BLOG CREATION & STRATEGIST SUPPORT BLOG CREATION At the start of our relationship with WMC our in-house Web Developers built a blog. A blog is an essential part of any content marketing strategy, providing a central hub for regular, high quality articles to grow the site s search presence and drive and social media campaigns. We created WMC s blog on a WordPress subdomain, matching the existing site s look and feel. STRATEGIST SUPPORT A dedicated Content Strategist provided WMC with a single point of contact during the kick-off process and throughout our relationship. As well as running WMC s rolling content plan, our Content Strategist liaised with our creative teams and was on hand to provide advice and recommendations as required. 8

9 PREMIUM EDITORIAL & DOWNLOADABLE EBOOKS PREMIUM BLOG EDITORIAL CREATION Our full-time, in-house writing team has produced more than 130 blog posts for WMC during our relationship. The blog content we ve created has been driven by a flexible editorial brief, developed in partnership with WMC, to ensure that we hit the right topics, tone and keywords with each piece. Blog content is delivered via our API, with unique meta data, in-line images, pull quotes and embedded social media posts. STRATEGIST DOWNLOADABLE SUPPORT EBOOKS Ultimately WMC is looking for appointment enquiries but we ve also been keen to introduce content that can capture leads earlier on in the decision making process. To this end, we ve helped them create some downloadable ebooks and put them behind lead forms. These ebooks provide an opportunity to capture useful information from website visitors who are not quite ready to commit to an appointment. 9

10 LANDING PAGES PREMIUM LANDING BLOG EDITORIAL CREATION PAGES A key objective for WMC has been to grow its keyword footprint and get more visitors from organic search. Alongside the blog, which is great for longer-tail keywords, we ve developed new landing pages to help the site acheive page #1 rankings for important local search terms. 10

11 RESULTS Content marketing success for WMC Accounting 11

12 WHAT THE NUMBERS SAID 31% #1 184% 3.5x TRAFFIC SEARCH LANDING PAGES LEADS Year-on-year increase in organic search traffic during the 6 months after we launched the WMC blog Page one listings on Google.com.au for key local search terms such as Geelong Accountants Increase in pageviews on key landing page during the first 12 months, compared to the previous year Increase in the number of appointment requests per year since the start of the relationship 12

13 WHAT THE CLIENT SAID Our relationship with Castleford has significantly improved our digital footprint and returned impressive results via Google Analytics. Our account manager ensures regular contact is maintained and Castleford work hard to understand our business and marketing goals. This understanding helps produce relevant content that adds value to our current and prospective clients via online engagement. It has allowed us to take our marketing to a level that we could not achieve internally. We have become reliant on their expert knowledge to guide us through the marketing process and this relationship is our most valuable marketing asset. Ali Ward Associate, Practice Manager at WMC Accounting 13

14 RESOURCES Downloadable whitepapers on topics covered by this Case Study 14

15 WHITEPAPERS This is a selection of Whitepapers based on the topics covered in this Case Study. Blogging Whitepaper Downloadable Content Whitepaper Landing Pages Whitepaper Website User Experience Whitepaper 15

16 ABOUT US We are Castleford: an experienced, creative, full-service content marketing agency working with a broad range of clients in Australia and New Zealand. Sydney, Australia Auckland, New Zealand 333 George Street, Sydney, NSW Victoria Street West Auckland,