| Content Formula.
Providing clarity and a cohesive approach to market through strategic brand repositioning.
Pioneering a transformative journey to reposition brand identity through visual revitalisation and strategic SEO.
By cultivating brand clarity and delivering concise messaging, the path to digital resonance was propelled.
| Services delivered:
Strategy
Branding
Content and SEO
Content Formula are global leaders in intranet development and Microsoft based solutions that help businesses transform their digital workplace.
Following a period of expansion, the business identified the need to redefine and articulate the brand identity and service offerings. They aimed to enhance connections and engagement with their current target audience group, in addition to expanding their reach and brand awareness into other segments.
After encountering ineffective and costly results from a previous partnership with a PPC agency, Content Formula sought to prioritise SEO to attract customers. Although their website already generated significant organic traffic, the conversion of visitors into leads and customers proved challenging, highlighting potential issues with the alignment of their marketing efforts and the effectiveness of their keyword strategy.
Moreover, Content Formula identified that their website, the cornerstone of their online presence, did not fully represent their comprehensive service offerings and did not effectively resonate with their target audience.
Determined to rectify these challenges and carve a more effective path to customer acquisition, Content Formula enlisted the expertise of Piperline to help them strategically refine their website and marketing strategy to enhanced alignment with their business growth goals. Focusing on SEO as their primary marketing method, they also looked to refresh their visual identity and brand position to reflect the global-leading consultancy they had evolved into.
Solution
A transformative journey of strategic SEO and brand revitalisation for Content Formula, illuminating a path toward digital resonance and market dominance.
Piperline began by conducting stakeholder interviews to determine which services, among the broad array offered, were most important and required prioritisation and emphasis. Additionally, persona research was carried out to determine which service offerings appealed to specific audience groups, identifying their pain points and needs, behaviour patterns, and the best strategies to connect and engage with them.
Two prominent audience groups were identified for Content Formula to engage: Tech IT and Comms HR. Therefore, the messaging and visuals needed to balance technology and communication. This led to the creation of the strapline: "Connecting People with Technology".
To inform the SEO strategy, architecture, and conversion rate optimisation (CRO) of the future website, a comprehensive research project and performance review of the current Content Formula website was conducted. This helped identify the primary visitor profiles, their navigation patterns, key behaviours, and intent. The analysis uncovered the areas that needed specific attention and development while preserving essential SEO elements.
The research also revealed why traffic on Content Formula's previous website hadn't translated into leads.
It was discovered that the majority of traffic originated from a handful of blog articles ranking highly for popular search terms. However, these keywords were not aligned with Content Formula’s products or services, attracting visitors mainly interested in information rather than seeking services.
Piperline's primary strategy for the website rebuild entailed thorough keyword research aimed at identifying highly relevant, high-intent-to-buy keywords tailored to attract Content Formula’s target audience and enhance conversion rates. Meticulous optimisation was applied to every aspect of the new website, including restructuring, building, and creating content specifically designed to captivate and appeal to target audiences. This comprehensive approach aimed to maximise engagement and conversion opportunities, to effectively transform visitors into sales-qualified leads (SQL).
To support and enhance the SEO and CRO initiatives, a fresh and contemporary brand identity was developed for Content Formula. The new rebranded aesthetic, tone of voice, and messaging focused on appealing to both a 'Tech IT' audience interested in technology solutions and a 'Comms HR' audience focused on employee engagement. Therefore, the branding successfully incorporated a commercial appeal while also providing technical information and precision.
Partnership Summary:
Rebrand and website overhaul.
Content Formula received a refreshed visual identity alongside a redesigned and developed website to update their brand presence and online presentation. This included refreshing the visual style, refining messaging, and optimising the site for enhanced user engagement and conversion.
Keyword research and SEO optimisation.
Comprehensive keyword research was conducted to inform the development of a data-driven SEO strategy. The new website was designed with optimised SEO to enhance visibility and improve search engine rankings.
Strategic guidance
Strategic guidance was provided to drive direction, identify opportunities and ensure the project achieved successful outcomes.
Sales collateral
Sales collateral was designed and developed to effectively promote new services and achieve higher sales.
Content planning
Strategically crafted content plan was created to boost SEO, captivate audiences and drive engagement.
Results
Launched in August 2022, the new Content Formula website and visual identity garnered widespread acclaim, setting the stage for the company's evolution into a forward-thinking leader in the tech industry.
This transformative journey involved implementing strategic initiatives in website rebranding, UX and CRO enhancements, and SEO optimisation, leading to improvements across key metrics.
Within the first year, this resulted in a 68% increase in demos booked year-over-year and a 33% rise in sales conversions during the same period.
Additionally, the average conversion rate from traffic to demos increased by an impressive 154% compared to the previous year, highlighting improvements in engagement and the effectiveness of the website.
33%
YOY Increase in sales conversions
68%
YOY Increase in demos booked
146%
YOY Increase in average conversion rate from traffic to demos booked
