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HARVEY FURNISHINGSCASE STUDY: TRAFFIC, LEADS AND CONVERSION

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P 03 | Opportunity

P 06 | Solution

P 11 | Results

P 14 | Resources

CONTENTS

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OPPORTUNITY

An introduction to Harvey Furnishings

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HARVEY FURNISHINGS

Harvey Furnishings are a New Zealand-based window covering and soft furnishings company who have been operating for

almost 60 years. They offer free in-home consultation and fabric swatches to customers alongside custom-made curtains, blinds

and shutters.

They also work on larger commercial projects including hotels, motels, apartment buildings, hospitals and other developments,

and have dedicated staff working across government contacts.

The strategy we put together for Harvey Furnishings was coordinated by their Content Strategist and supported by staff from

our Editorial, Graphics, and Tech teams.

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GOALS

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12 3CLICK ON STORE

LOCATOR

INCREASE HOME CONSULTATION

LEADS

SUBSCRIBE TO NEWSLETTER

In order to create an ROI-focused strategy for Harvey Furnishings, we have worked with them to identify 3 key website

goals. Achieving these goals will help grow their business across all verticals.

SOLUTION

Tailored content marketing for Harvey Furnishings

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STRATEGISE, CREATE, AMPLIFY

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At Castleford, we deliver a broad range of content marketing products using our specialist, in-house teams. To achieve the

goals and objectives set for Harvey Furnishings, we have used a range of products. Our unique unit pricing structure allows us

to be flexible when required.

WORDSWORDS WORDS INFOGRAPHICSEDITORIAL FEATURES

CUSTOM IMAGES (CTAs)

PRODUCT CATALOGUE

CONVERSION LANDING PAGE

EDITORIAL FEATURES & CTAs

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In order to capture leads from users visiting the blog, we created a series of calls-to-action which

predominantly featured on the blog. This ensured we had the best possible opportunity to capture leads

from these visitors. Our Graphics team combined the Harvey Furnishings branding and our UX guidelines to

drive more leads through the blog.

We created and delivered a regular blogging strategy using Editorial Features. These articles have had a top

of funnel focus creating brand exposure and supporting softer conversion goals. Our Editorial team have

used a process we call Content Mapping to help create optimal pieces of content.

EDITORIAL FEATURES

CUSTOM IMAGES (CTAs)

INFOGRAPHICS & CONVERSION LANDING PAGES

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Our Graphics team created a Christmas-themed infographic which nicely tied into the Harvey Furnishings

strategy. Timing high value content to seasonal events is a great way to increase engagement, and our

Graphics team were able to deliver on time and on brief.

INFOGRAPHICS

In order to target potential commercial leads, we created a Conversion Landing Page which requires a user

to leave their details before receiving their catalogue. Our Web Development team were able to create this

page to successfully appeal to the commercial audience.

CONVERSION LANDING PAGE

PRODUCT CATALOGUE

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Our Graphics and Editorial teams worked together to create the asset for the Conversion Landing Page - a

product catalogue. The quality of this asset was important as we’re requesting visitors leave their details to

access it. The strategy around this asset was to drive B2B leads which meant this was an effective method of

lead capture.

PRODUCT CATALOGUE

RESULTS

Content marketing success for Harvey Furnishings

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WHAT THE NUMBERS SAID

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CHRISTMAS INFOGRAPHIC

The Christmas infographic saw a 152% increase in average time on page vs. the site

average

VISIT STORE LOCATOR

The first 3 months of 2018 saw an

increase of 130% in visitors to the store locator page vs. the

first 3 months of 2017

130%

FREE SAMPLE REQUEST

The first 3 months of 2018 saw an

increase of 29% in users requesting

free samples vs. the first 3 months of

2017

29% 30%152%

ORGANIC TRAFFIC

In 2017, the number of organic site

visitors increased by 30% vs. 2016

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WHAT THE CLIENT SAID

“Since working with the team at Castleford our website has gone from strength to strength. We are seeing more visitors and more interactions on our site, and the content of the blog articles and graphics are of a really high standard that serve us well across many other platforms, such as social media and our company newsletter.

I find the team at Castleford easy to work with, very efficient and extremely knowledgeable. I really like how they see bigger picture in terms of our marketing strategy, and create content that aligns with this, and is in keeping with the Harvey Furnishings brand.”

Jacqui McKenzieDigital Marketing Manager

RESOURCES

Downloadable whitepapers on topics covered by this Case Study

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WHITEPAPERS & EBOOKS

This is a selection of our Downloadable Whitepapers and eBooks on a broad range of content marketing topics.

You can read about how content marketing works here, and browse more of our downloads here.

You can also subscribe to our fortnightly ‘Content Marketing Highlights’ newsletter, and find more valuable content in our Resource Library.

FACEBOOK MARKETING 50 tips and tricks to help you get Facebook marketing working for your business

SEO AND CONTENT MARKETINGThe leading roles both SEO and content marketing play in the digital marketing mix

INBOUND MARKETING BEST PRACTICESHow to generate higher-quality leads with inbound marketing best practices

THE FUTURE OF CONTENT MARKETINGYour guide on how to keep up with the ever- increasing rates at which content marketing evolves

USING SOCIAL ADS FOR LEAD GENMaximise your content marketing reach and generate leads through social media advertising

GOOGLE ANALYTICS GOALS How to use Google Analytics goals to tell you which content turns visitors into leads, and how much value that represents to your brand

LINKEDIN MARKETING 50 tips to help leverage LinkedIn marketing to build awareness and generate leads

WEBSITE REBUILDS50 key tips when creating your new site from a content marketing perspective

CONTENT MARKETING ROIThe essentials of content marketing ROI and how to drive bottom lIne results for your business

WEBSITE USER EXPERIENCE 60 actionable UX tips make life easier for your visitors and increase your chances of converting more of them into customers

WHITEPAPERS EBOOKS

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We are Castleford: an experienced, creative, full-service content marketing agency working with a broad range of clients in Australia and New Zealand.

Sydney

333 George St, Sydney, NSW 2000 +61 2 8973 1908

Auckland

19 Victoria St WestAuckland, 1010+64 9 951 6469

ABOUT US

Melbourne

31 Queen StMelbourne, VIC 3000+61 3 9018 5223