recent projects
Case study: IFMA Blog
In one year, gained over 26,000 views and a CTR of 9.5%
Background:
The International Facility Management Association (IFMA) wanted to invest in a tailored content marketing strategy to improve organic search, increase thought leadership and improve overall awareness of the facility management profession. IFMA had already diversified its content formats with video, social media, webinars and research reports.
Challenges:
Nuanced international audience and a broad target demographic
High percentage of industry set to retire soon
Needed a mix of content that would appeal to older experts in the industry and younger facility managers starting in their career
Wanted to provide an outlet for retiring professionals to share their niche industry knowledge and keep the profession alive
Solution:
Create a flexible blog format equipped with a custom search function, topic tagging, responsive author/company spotlights and the ability to place digital ads
Outcome & Takeaways:
Within the first year, the blog saw over 26,000 views and a CTR of 9.5% (industry standard CTR is usually between 3-5% according to DataBox)
Increased organic traffic by 6,000 new customers
IFMA SEO reached #1 in their top 20 desired search terms
IFMA was able to repurpose its best-performing content in other verticals such as social, video and podcasts
Blog content was 2x more likely to be consumed after 6 months when compared to webinars and videos produced giving the marketing team the ability to better invest their time in content that would be more profitable.