Goodman Lantern helped them boost their online visibility and website traffic and establish themselves as thought leaders in the industry.
Executive Summary
This Goodman Lantern client is a Canada-based advertising and design agency that provides purpose-driven design and advertising services to customers in the real estate development market. They approached our experienced content team to help them improve their brand’s visibility online, increase their website traffic, and help them stay top of mind among target customers with thought leadership-type content.
In addition, they were keen to improve traffic to their blog section, generate qualified leads, and have meaningful conversations with their audience members — all with the help of improved search rankings and a steady stream of high-quality, engaging content.
Goodman Lantern wasted no time developing several high-quality SEO blog posts on relevant real estate topics. From September 2021 onwards, our team of writers and editors produced a series of diverse, keyword-rich articles that helped highlight our client’s industry expertise. In addition, we created press releases, LinkedIn posts, and newsletters.
During our engagement, we helped
our client to achieve the following
Convert two of their most significant sales opportunities.
Improve lead generation through optimised copy.
Establish themselves as thought leaders with regular high-quality blogs.
The Challenges
Our blog content had to rank high in search engines (also locally in Canada) and resonate with the target audience to achieve our client’s objectives. We, therefore, had to do thorough keyword and audience research to create engaging, impactful, keyword-rich blogs.
We faced a challenge at this point: getting the tone of each blog post just right. The client worked in the niche real estate advertising sector and had a specific vision for their content. We needed to meet those expectations and produce authentic content that seemed as if the client had written it. We aimed to understand the brand’s tone and style and meticulously incorporate it into our writing.
When the company went through busy periods, feedback on our content would take longer than expected. To maintain open communication channels, Goodman Lantern met with the client online every second week to discuss feedback and topic ideas for the following month.
Goodman Lantern’s
Solution
We assigned a team of 1 writer, 1 editor, 1 project manager, 1 project coordinator, 1 SEO researcher, and 1 content consultant to the project.
As part of our solution, we conducted SEO research, keyword analysis, and competitor analysis. The research gave us a good grasp of the competitive landscape our content needed to traverse. We also took the time to understand our client, their goals, and their brand identity. Finally, we worked this information into a style guide to ensure our content remained 100% on-brand throughout the production process.
Subsequently, our team produced original content that consisted of blog posts and landing pages for their website. We also developed high-quality press releases, automated e-mails, and newsletters. Our SEO-friendly content included LinkedIn posts and three-part e-mail cadences for our client’s lead-nurturing funnel. Lastly, we repurposed some old blog posts to ensure they reflected the brand’s current style and tone.
The content we wrote needed to resonate with the niche and cut into the concerns and challenges they had. So, we focused on relevant topics in the real estate development industry.
Results, Return on Investment
and Future Plans
Reaching out to a content strategy agency like Goodman Lantern for case studies and SEO blog writing services was part of the reason why our Canadian client saw a 4X increase in organic website traffic. They were also impressed with how we maintained good communication throughout the project and a high quality of writing, while improving the brand’s voice.
What Our Clients Say
"We’re delighted with our collaboration with Goodman Lantern. In addition to always delivering the content on time, they’ve also been extremely responsive to all our requests. It was a real pleasure to work with a team that’s both very professional and fundamentally human.”
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"The team was approachable and did an excellent job at coordinating with me to keep the project on track." Poonam Singh,
Zoho - Senior Marketing Manager