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The Challenge
Prior to adopting the content automation service, ClimateWorks struggled with maintaining a consistent online presence and engaging effectively with their audience across multiple platforms. Their marketing efforts were scattered, and they lacked the resources to produce the volume of content needed to improve SEO rankings and engage their audience consistently. This gap in their digital strategy was hindering their ability to capitalise on the improvements made within their operational framework.
The Strategy
To compete with major players in the HVAC space the decision was taken to analyse the competitor's online presence and produce a content strategy aimed at the ‘low-hanging fruit’ search terms they were ranking for within Google. The decision was made to train a specific version of the AI model to produce content with one sole job, to rank!
Implementation
The content automation service began by conducting an in-depth keyword analysis to identify opportunities for ClimateWorks to outrank competitors. Based on this analysis, a series of article titles and themes were developed, focusing on areas where quick wins were possible.
Automated social media posting will be implemented in Q3 of 2024 to increase the online engagement of ClimateWorks.
Outcomes
The impact on ClimateWorks was profound. The consistent publication of high-quality content led to increased online traffic and improved search engine rankings. Real-time analytics showed significant growth in website visitors, user engagement, and newsletter signups. The enhanced digital presence translated into a 40% increase in revenue, as more potential customers discovered and engaged with ClimateWorks' offerings.
Ashley made a decision to pause content publication in June to give them an opportunity to increase their headcount across installation and customer service. The content restarted in July and has continued to increase traffic and customer enquiries.
ClimateWorks have been able to reduce their Google Ads spend by three times the amount they pay for the content automation service.
The image below shows an upward trend until June when content publication was switched off and then a new upward trend in July when it was reactivated. Also, you’ll see a 1.15k increase in non-brand name organic search results for the search term that was targeted during the content strategy.
Conclusion
By embracing the content automation service, ClimateWorks successfully transformed its digital strategy, complementing its operational advancements. The service not only helped ClimateWorks dominate chosen keywords but also amplified their brand exposure, leading to more sales opportunities and a stronger market position. Ashley's decision to integrate content automation into their growth strategy proved instrumental in positioning ClimateWorks as a trusted authority in the air conditioning industry, setting the stage for continued success and innovation.
Mark Ridgeon
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