Website Content Strategy
// Paper Peony Press
After years of growth on the Amazon marketplace, the boutique publishing company wanted to diversify outside of the platform to drive brand awareness, engagement, and product sales.
Role
As the sole Digital Marketing Strategist working with the brand, I was responsible for auditing all existing online assets and platforms, devising a content strategy to meet the brief’s goals, and managing a team of in-house and freelance copywriters and designers to put it into production. I managed 2 freelance copywriters to work in four 2-week sprints to ensure all content could be written, reviewed, revised, and launched before the project deadline.
Finally, I was responsible for updating all content into the brand’s CMS, implementing a tracking system utilizing Google Analytics, Google Tag Manager, ActiveCampaign, and Amazon’s advertising platform to enable full funnel reporting, and rolling out minor functionality improvements using HTML and CSS.
Strategy
Upon analysis, I determined that the brand was receiving a majority of its website visitors from direct traffic and organic search from branded keywords, indicating that the website was only serving people who were already familiar with their business. In order to expand the appeal and draw in net new audiences, I developed a content strategy to attract new, relevant users to the site based on the topics the brand was already dabbling in with their products.
Based on in-depth keyword and sales conversion research, I drafted briefs to rewrite the product pages for all 18 of their releases based on a custom search-optimized content template that targeted each product’s unique discovery opportunities. I then developed an initial editorial calendar of inbound blog and social media content that would help capitalize on those opportunities by driving additional traffic and improving ranking on relevant keywords/topics.
Outcome
After launching the updated strategy in September 2021, the brand saw a 269% increase in organic website traffic, a 157% increase in conversions, and a 440% increase in search visibility.