Content Marketing

About This Project

Merry Ann supported the West’s largest independent tire dealer with content marketing on a frequent cadence for customer engagement, SEO and brand awareness. Content spanned all lines of business and included technical explainers, infographics, geo-targeted articles to support local stores, informal videos and seasonal topics.

Steel versus aluminum wheels infographic for Les Schwab Tires

Position Zero post - replace a flat - for Les Schwab Tires

Year-Over-Year Results

Moore Creative Strategies was part of an interagency team working on a joint, integrated marketing and paid media strategy. Our work assignment was blog posts, infographics and lightly-branded, in-house-produced video for engagement and SEO.

The overall campaign—content, site structure updates, UX improvements, paid social and programmatic ad buys—contributed to record sales and other wins:

  • Consistent movement up in search returns, from 30s and 40s to low teens and occasionally page 1, including numerous Google position zero (Answer Box) placements:
  • Example of content marketing position zero for Les Schwab Tires

Top search result including Answer Box for Les Schwab

  • Pageviews increase of nearly 500%.
  • 275% growth in number of blog articles with 1,000 pageviews or more.
  •  5 articles with 10,000 or more pageviews.

Position zero - snow chains video

  • Sales increases of 4.5 percent for one line of business and nearly 10 percent for another.
  • Website sessions up 15 percent.
  • Average session duration up 4.1 percent.
  • Pages per session up 9.6 percent.
  • Promoted posts on Facebook linked to the content that drew almost exclusively new visitors.

Promoted post linking to content

  • Big gains in onsite conversions from organic search and paid conversions.
  • Marked reduction in cost per conversion.

Project Summary

Developed technical explainers and customer engagement articles as part of content marketing and SEO work for a large retailer.

Skills

  • Content Marketing
  • SEO
  • Keyword Research
  • Content Calendar
  • Visual Asset Management
  • CMS Management
  • Topic Ideation
Testimonial

“Content can be tricky and finding a good copywriter is not easy. Merry Ann has proven herself as reliable and someone who can take on difficult subjects and wordsmith them so the public can easily understand the subject. She is professional and we are proud to work with her.” --Brian Capp / VP, Marketing / Les Schwab Tire Centers

Category
Blogging, Communication Strategy, Content Marketing, Copywriting, Infographics, Multichannel Marketing, Social Media, Web Content
Tags
content marketing, Infographics, SEO, social media, web content