Case Study: Content Marketing

Pattex Germany

Content is king: Increase of the total traffic by 297%

Client

Pattex Germany

Industry

Consumer Adhesives

Our services

  • Digital Strategy Consulting

  • Content Creation

  • Content Marketing

  • Marketing Efficiency

How a holistic content marketing strategy in conjunction with SEO can significantly increase traffic to a brand website.

To ensure the continued success of the Pattex B2C brand, Henkel has set itself the goal of further increasing brand awareness and organic traffic to Pattex.de. After all, it is not only customers who determine the success of a company, both online and offline, but first and foremost the company itself with the products, content, or services it offers its target group.

To achieve its goals, Henkel, together with Claneo, has therefore decided to increase its presence in the search queries that the potential target group makes via Google & Co.
To this end, we not only established a continuous SEO improvement process on the brand website, but also used informational content and transactional content to provide targeted answers to user questions. These measures were also designed to improve user experience and customer satisfaction.

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


  • Digital strategy consulting

  • SEO: Strategic Search Engine Optimization, Technical Audit, International SEO

  • International content: creation & optimization

  • Outreach: Seeding, Link Marketing, Offpage Measures

  • Marketing Efficiency: Reporting

  • Upskilling: SEO training of in-house 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

Pattex.de saw a 297% increase in total traffic and a 328% increase in organic traffic for the period from the beginning of 2018 to the end of 2021. The team achieved 13% coverage of all available featured snippets for the keyword set, up from 0% previously in 2018, as well as an improvement in average ranking position from 29.23 to 22.16.

+278%

Total traffic

+328

Organic traffic

+162%

top 3 rankings for the defined keyword set

Results

Increased visibility of pattex.de

The  visibility index shows just how strongly visibility has risen again since the start of Pattex Germany’s collaboration with Claneo and another content agency after a previous decline.

We have defined the following key performance indicators for measuring success:

  • 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?

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. 

What Henkel says about us

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!

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