Executive Summary
A family business that’s passed from one generation to the next, the ETC Consult team is passionate about the four brands that fall under the bigger brand umbrella. Career Fit, Interview Skills, Talent Select, and Successful Succession are different brands and business units. Each serves another purpose in the Irish market.
ETC Consult connected with Goodman Lantern to create content that would draw website traffic to the various brand properties, using SEO keywords, and converting leads to sales. The SEO content writing services we offered included creating numerous blog posts and whitepapers aimed at generating interest and encouraging target customers to reach out for more information.
content that appealed to:
The Challenges
While the client was particular about the types of content they required, they asked Goodman Lantern to suggest topics for each brand’s blog posts and whitepapers. This process required extensive research and analyses of the latest trends and events in the relevant industries to produce content that would inspire and intrigue the various target audiences.
With ETC Consult being the umbrella company for multiple brands, the tone and approach of each piece of content had to suit the business unit for which it was created:
Career Fit had to be friendly and informal
Talent Select had to appeal to the corporate world with formal language and office terminology
Interview Skills is aimed at professionals looking for advice on a practical level, and had to resonate with them
Successful Succession’s blogs had to include an emotional hook and positive outlook for family-owned businesses
Goodman Lantern’s Solution
We enlisted a team of writers and editors, including:
1 x Head of Operations
1 x Project Manager
1 x SEO Strategist
1 x Editor
2 x Writers
From April to December 2022, Goodman Lantern produced 54 theme-appropriate blogs and three whitepapers, demonstrating ETC Consult’s thought leadership in various industries. Our SEO strategist analysed the most critical keywords to include in the content, while our writing team naturally incorporated the keywords into the content.
With Successful Succession, the content was advisory and addressed matters that would arise on a small to large scale in family-owned businesses. Content for Talent Select advocated psychometric assessments and covered hot topics in the ever-changing recruitment landscape.
Interview Skills featured how-to content that sought to educate interviewees and promoted video-on-demand training. Finally, career Fit content supported the use of assessments to help young people find their ideal careers and examined issues that school leavers would be facing.
Applying these facets to each business unit, we produced high-quality content that resonated with readers, encouraging them to seek out ETC Consult’s services.
The Outcome
The client was thrilled with the content as they had to make few to no changes to the blogs and whitepapers before uploading them to their relevant websites.
ETC Consult appreciated the linked resources in the content that showed the extensive research and analysis that the Goodman Lantern team had performed to produce content reflecting the client’s perspective. They valued the human outlook evident in each content piece and acknowledged that our writing was authentic and original.
While there was no record of traffic to their various sites before engaging with Goodman Lantern, ETC Consult noticed an increase in queries resulting from their email marketing initiatives. These mailers contained links to the content Goodman Lantern produced, drawing the attention of various audiences to the company’s valuable new blogs and whitepapers.
Results, Return on Investment
and Future Plans
ETC Consult now has a bank of blogs and whitepapers
covering a wide range of topics on their websites, attracting
an ever-growing list of clients to their various products and
services. Thanks to the SEO-optimised, valuable content,
new queries have increased, leading to higher conversions.
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What Our Client Says
“I’m really happy with the content and the drive behind it. I found Goodman Lantern to be very supportive, producing engaging, proactive, and appropriate content. My feedback was regularly sought and taken into consideration to reflect the thought leadership of ETC.”
Get in Touch
Ready to boost your customer engagement? Goodman Lantern’s content strategy development and blog content writing services can help you. Reach out to us and our expert team can guide you through the next steps.
Click on the button below to start your journey with us and enjoy a high-quality content marketing experience.
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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