Case Study: Crafting an Engaging Content Strategy for a Sustainability Consulting Company
The impact of this campaign not only brought immediate gains but also laid the foundation for long-term organic growth—positioning the customer as a go-to authority in sustainability consulting across the UK and US markets.
At Build Ads Online, we thrive on taking brands from under-the-radar to top-tier. This time, our mission was to improve the content strategy for a sustainability consulting company that was struggling with low traffic and engagement.
Contents
Their goal? To increase their organic traffic across the UK and US markets while addressing key sustainability challenges for industries like finance, real estate, and manufacturing.
The Challenge
The customer wanted content that could speak to professionals eager to incorporate sustainable finance and responsible investing principles into their corporate frameworks.
The challenge was clear—they wanted to target a key topic which was
We kicked off with a deep-dive analysis into the sustainability and finance sectors, pinpointing the exact needs of our customer’s audience.
These were professionals seeking cutting-edge ESG reporting tools, carbon accounting software, and sustainable finance consulting to align their organizations with regulatory expectations like SFDR (Sustainable Finance Disclosure Regulation).
The Strategy: Building an SEO-Driven Content Engine
Think of this campaign like preparing a meal for a diverse group of people. We had to understand their tastes first—what kind of content would catch their attention and keep them engaged?
Figuring out what professionals in sectors like finance and construction needed when it came to sustainability. It wasn’t just about delivering SEO content; it was about telling a story that professionals could connect with.
We focused on three critical stages of the customer journey.
Awareness: The top of the funnel was all about answering questions like “What is sustainable finance?” We created educational content that broke down these complex topics into easy-to-digest articles, engaging potential customers early on.
Consideration: Once users were familiar with the basics, they wanted to know more. We crafted blog posts addressing specific queries like “Benefits of sustainable finance consulting,” making the company a go-to resource for detailed advice.
Conversion: Finally, when users were ready to take the plunge, we developed guides and service pages centered around hiring sustainable finance experts. This conversion-focused content made it simple for leads to become clients.
Throughout the campaign, close collaboration with the client ensured every piece of content was on-brand and resonated with their audience.
By targeting high-impact keywords like “Principles of Responsible Investing” and “SFDR Regulation,” we boosted their visibility in competitive searches, while filling content gaps their competitors had overlooked.
Throughout this process, we worked closely with the customer, they reviewed every blog post, article, and webpage, ensuring the content felt authentic and spoke directly to their audience.
Results: What Worked
- Keyword-Driven Strategy: By focusing on relevant, high-traffic keywords like “Principles of Responsible Investing” and “SFDR Regulation,” we ensured that the customer’s content resonated with professionals actively searching for these terms.
- Quality Content Creation: Adhering to Google’s E-E-A-T guidelines, we crafted in-depth, authoritative content that positioned our customer as a trusted source in the industry. This significantly boosted their site’s credibility and ranking potential.
- Competitor Analysis and Gap Filling: Using tools like Dragon Metrics, we identified content gaps that competitors were neglecting. We seized the opportunity to create original, insightful content that addressed these gaps, positioning our customer ahead of the curve.
The campaign helped the sustainability company increase it’s customer engagement on that key topic in a crowded marketplace, but it also positioned them as a trusted leader in the sustainability services field.
Key Takeaways for Improvement
As with any successful meal, there’s always room for improvement:
- Benchmark Performance Metrics: We established clear KPIssuch as website traffic and engagement rates to track the success of our strategy. This allowed us to make data-driven decisions and adjust the content plan when necessary.
- Expand the Keyword Strategy: By continually exploring long-tail keywords, we ensured that the customer’s content reached a wider audience. This approach also helped us capture niche segments that competitors overlooked.
- Update and Refresh Content:Organic growth is not a one-time task. Regularly revisiting older content, adding fresh data, and optimizing for newer keywords ensured that the customer’s content stayed relevant and competitive.
By blending SEO expertise with engaging storytelling, Build Ads transformed this sustainability consulting company’s website into a high-traffic resource.
The foundation we helped lay not only brought immediate gains but also set them up for continued growth, positioning them as a trusted authority in the sustainability sector across the UK and US markets.
The success of this campaign wasn’t just about numbers—it was about building a strategy that could evolve and sustain long-term growth, making sure our customer’s voice was heard loud and clear.
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Kristofer Lazona
Build Ads Agency Partner
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