How a holistic content marketing strategy in conjunction with SEO can significantly increase traffic to a brand website.
The challenge
The main common goal was to increase Pattex’s brand awareness and drive organic traffic through a high presence in the search results of potential target groups.
Since content marketing is becoming increasingly important, we decided to address user search queries with product-related content. The content we created was intended to provide (potential) customers with useful knowledge and information, as well as having an advisory and sales-promoting effect.
We further divided these predetermined goals into quantity and quality.
The specific quantitative goal at that time was to reach four times as many visitors per year to Pattex.de by December 2021.
The solution
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Digital Strategy Consulting
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SEO: Strategic Search Engine Optimization, Technical Audit, International SEO
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International Content: Creation & Optimization
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Outreach: Seeding, Link Marketing, Offpage Measures
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Marketing Efficiency: Reporting
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Upskilling: SEO training of inhouse employees
The implementation
Goal setting was followed by analysis to determine the initial requirements for success. At the beginning of our analysis, we created a content strategy to help us identify relevant search topics that could be either product-related or informative.
We then developed the content strategy to specifically align with the customer journey and covered the entire funnel by creating precisely fitting content. In developing and planning the concept, we focused on article pages covering specific topics that fit thematically with the categories of the B2C brand. With the help of magazine content, category content, product content, and service content, we were able to cover all phases of the AIDA model, which means that users are picked up in the most effective possible way – both in the run-up to a purchase and afterwards.
The results
Increased visibility of pattex.de
- Total traffic and organic traffic
- Average ranking position
- Ranking distribution: number of top 3, top 10, top 50 and top 100 rankings.
- Featured snippet coverage: how many featured snippets do we have?
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Peter Hartmann
“Claneo prevailed in their pitch against well-known search agencies and, even though they were only fresh on the market, they were simply better. Since we started working with them, they have become valued partners who have helped us to significantly increase traffic on our international brand websites. We appreciate their combination of competence, speed, and flexibility in our daily cooperation. Clear recommendation for all non-market companions!”
About Henkel
Founded in 1876, Henkel is a German manufacturer in the consumer goods industry. With strong brands, innovations and technologies, the company holds leading market positions within its three business sectors. Henkel Adhesive Technologies, for example, is the global market leader in adhesives, and with its Laundry & Home Care and Beauty Care businesses, the company is also a trendsetter in multiple different markets and categories.
Content Marketing
We conceptualize holistic content marketing campaigns and develop sophisticated seeding strategies with maximum effectiveness. We focus on the marketing of informative content rather than on the mere promotion of services or products. You can fully rely on our expertise to implement value-added content marketing campaigns on your website.
Digital PR
We provide you with holistic support in developing successful digital PR strategies. In our individual consultations with you, we develop customized concepts and are also happy to advise you on selected topics related to digital PR and content marketing.
