The challenge
Primer had its messaging and a repeatable way to bring in new customers. What it didn't have was content to back that process up. It wanted content that would guide prospects toward a purchase, but it hadn't found a keyword and content strategy that could do it.
It also wanted more than a writer. Primer was looking for a partner who'd sharpen its keyword choices, refine its content plan and build the pieces of a buyer's funnel.
What I did
I started with personas. We mapped the people in Primer's target audience, with their traits, preferences and pain points. That let each piece speak to them at every stage of a buying decision.
Then I paired the persona work with keyword research. That showed which search terms in Primer's industry were most relevant and worth chasing, and the two together became the strategy we'd write against.
From there, we wrote blog posts and case studies to support Primer's services. Each one was meant to build Primer's authority, nurture leads or move visitors toward converting. The plan covered Primer's immediate needs and set a base for its long-term content strategy.
Results
Over three months, we wrote 14 new blog posts and refreshed six existing ones to lift Primer's SEO. We tracked three target keywords from its content pillars, and they'd all ranked outside the top 100 when we started.
After the work, UGC template rose to rank 34, creative brief template to 24 and ad library to 20. All three came from Primer's core topics.