![]() If you want to build authority, align yourself with authority. The market demand outpaces the data gathered by even the best software out there. Ahrefs, SEMrush) are way behind this curve. Tembo Paper knows for sure that their prospects need to switch away from plastic, but the SEO tools (e.g. Important note : This is an emerging market, which is developing rapidly. paper straw manufacturer in Germany) have been driving thousands of visitors, despite SEO tools telling us these keywords had no volume whatsoever. Low (or zero) volume doesn’t mean you should ignore keywords. (For Tembo Paper, it was landing pages, alongside top-of-funnel blogs). Meanwhile, landing pages (PPC and SEO) and/or bottom-of-funnel blog posts will do the heavy-lifting. ![]() But they won’t get you much traffic or drive many conversions. You can use news pieces to feed your social media output, build keyword density on the site, and show you’re engaged with the matters of the day. When we look at the mix of content types that benefit Tembo Paper, we can learn a few lessons:ĭifferent horses for different courses. What can we learn from this manufacturing industry content strategy? So we did a batch of keyword research to find some of the best opportunities. The next phase was to go after some top and middle-of-the-funnel keywords through the blog. people who want exactly what Tembo Paper offers. ![]() It’s worth remembering: these are people who are searching for things like “paper straw manufacturer in the Netherlands” - i.e. Over 12 months, despite the search volume being low-to-zero for individual locations, these pages attracted more than 3,800 organic page views. Ranking 2nd position in the search results for:Īnd we also created location pages, to make sure Tembo Paper appeared for valuable (high buying intent) searches in different countries. Ranking 1st position in the search results for: The site was given a general health-check, and we also improved the internal linking between various pages and posts. Rewrote all website copy and meta titles/descriptions for key pages, and Ĭreated new pages and restructured the website flow. ![]() We wanted to focus first on improving Tembo Paper’s rankings for search terms with buying intent – phrases like “paper straw manufacturer” and similar variations. What you’re seeing above is a 400% increase in organic page views over 12 months.īut what was the process for achieving this? Here, we published timely news updates, which also got shared across Tembo Paper’s organic social channels: To build this connection, we started a simple news feed. But first, we needed to demonstrate to the world that the Tembo Paper team is genuinely engaged with the issues driving the global shift towards sustainable products. Paper straws reduce the negative impact of packaging on the environment. This demanded a mix of different tactics and content types, which we’ll detail in this blog.īoosting credibility by sharing news and interviewing influencers Publicise Tembo Paper’s technology to the industry, and ĭrive new enquiries for the sales team to convert. ![]() Jos Veldwijk, Head of Marketing at Tembo, asked KYO to develop and execute a content strategy.Įstablish credibility and trust to reassure big brand partners They also want to increase awareness about what they do, and build new partnerships. Tembo Paper already has a strong word-of-mouth reputation in the consumer goods industry, with the team having cultivated relationships in this sector for some time. ![]()
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