No matter how well-designed, a website can only be effective if prospective clients can find it. While developing more than 60 webpages for the initial launch, we already had search-engine optimization (SEO) in mind. Taking the next logical step, we took over TRUNO's SEO, social content, blogging, long-form content creation, and email campaigns. Concerning these, we had two overarching goals: to not only drive more of the right type of organic traffic to the site, but also to convert them to leads.
In March 2018, the team began building and executing a content calendar for the new TRUNO site. Each quarter it would produce content featuring thought-leadership content centered around a particular segment of TRUNO’s business. The calendar followed a cadence of four monthly blog posts and quarterly long-form assets such as case studies and interactive eBooks, as well as placements of executive byline articles in industry trade publications. The content mix was balanced to engage visitors in all stages of their buyer’s journey, from awareness to consideration through the decision. We worked with TRUNO to ensure each content marketing asset was optimized for search engines. Each quarter, the team carefully researched short and long-tail keywords to boost TRUNO in the organic search results for a featured topic, driving more traffic to the appropriate blog or landing page. Each asset offered a clear call-to-action, making it easier for the visitor to take the next step and convert.