Content writing is a full-time job. Between searching for the right topics, and writing timely, quality articles it sometimes feels like there just aren’t enough hours in the day.
And it’s not just blog posts. A complete growth strategy demands a repertoire of content marketing that includes case studies, white papers, infographics and more.
It’s a lot for one person, and sometimes, you just need an extra pair of hands.
Green Mountain Technology is a technology and strategic consultancy for parcel and LTL shippers that helps the world’s largest brands to manage their shipping spend.
Content marketing plays an important role in their demand generation and growth strategy.
Their goal is to create consistently high-quality content, including articles, infographics, case studies and white papers that will attract a qualified audience, and help nurture those people into leads.
GMT was looking for a strategic partner who really understood the transportation industry to create excellent written pieces and compelling graphics to go with it. After reviewing 10 different options, they decided Brafton was that strategic partner.
- White papers.
- Case studies.
- Search performance Briefs.
- Blog Posts.
“I started looking for the right partner to not only help me execute these important content pieces, but also a partner that understood the transportation industry (my readers) in a way that helped showcase my company’s industry expertise,” Cameron Elliot, Brand Manager at GMT, said.
GMT’s blog was a very important part of this project, as it’s their main source of web traffic. Therefore, creating clever blog articles with sound SEO to help drive more traffic to the site was key. infographics which help tell a story visually, and encourage sharing and engagement, were the icing on the cake.
We’ve previously demonstrated that including infographics on blog posts and landing pages can have a substantial impact on a brand’s backlink profile. We expected, or at least very much hoped, that this would prove to be the case for GMT.
- Increased GMT content output by more than 50%.
- 182% increased in referring domains.
- Overall growth in organic traffic.
In addition to drastically increasing GMT’s content output, we used our proprietary Search Performance Brief to get target strategic keywords for Green Mountain Technology. For example, we earned Position 4 for the keyword “capacity constraints.”
Since starting work with GMT in March 2021, they’ve seen a consistent increase in organic traffic, mostly coming from the blog. This is a result of our content writing and SEO strategy.
If we look at 2021 and 2022, we can see the steady traffic increase gained through organic search.
What’s more, referring domains increased by 182% from 2021 to 2022:
Across the board, Brafton helped Green Mountain Technology’s marketing team create more consistent content pieces for their marketing strategies.
“I get excited about this partnership with each new draft, as Brafton has always brought me outstanding work,” Elliot said.“That strategic focus combined with Brafton’s best-in-class execution has led to a very successful first project, and this is a partnership that I am returning to for continued content execution.”