Manufacturing Content Marketing Helps Improve Industrial Digital Marketing KPIs and Achieve Goals
QualiTru Sampling Systems manufactures Aseptic, Representative, and Hygienic Sampling Solutions for the Dairy, Beverage, and Liquid Foods industries. It sells to customers in 30 different countries worldwide. The company is celebrating its 40th anniversary.
The Challenge:
Limited bandwidth to regularly create and publish technical content relevant to their target audience’s work-related challenges.
In-house personnel lacked proper knowledge and ability to perform organic SEO resulting in poor search engine visibility
The website was not regularly maintained and updated
The Solution:
Worked closely with the CEO, VP of Sales & Marketing, and the new marketing manager to asses the scope of work needed
Developed a content marketing strategy and an editorial calendar
Worked with the client to create personas for different target industries
Keyword research and analysis: Built a list of primary, secondary, and long-tail keyword phrases
Edited, rewrote copy as needed, and optimized blog post for review by in-house SMEs
Researched to find independent studies to use data and charts (with permission) to validate key points with posts
Published posts on a regular schedule and helped the client’s team to promote new content via social media channels
Edited and reformatted case studies for publishing on the website
Edited and/or rewrote copy for web pages to improve on-page SEO
Created landing pages with integrated forms
Maintained and updated the site weekly to keep it current and secure
Generated easy-to-understand reports for site analytics with our expert opinions
Held monthly online strategy meetings for planning and refining content marketing tactics based on data
Results and Impact:
Traffic from Organic Search went up by 18.06%
#1 position on the first page of Google SERPS for 5 different keyword phrases
32.8 % increase in the number of new contacts generated
9.54% of new contacts converted into customers
326 RFQ submitted (In 2023)
176 new orders placed via the website (In 2023)
Email newsletter open rate increased by 26.59%, and click rates increased by 6.9%
“The regulator page has been a good success – we now have a farm in WI that has set up direct load and they say our training materials and videos on the website were very helpful. They were very appreciative of the new resources tab for them.”
