TELARUS - Castleford Media Library /Case Studi… · FACEBOOK MARKETING 50 tips and tricks to help...
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www.castleford.com.au TELARUS CASE STUDY: TRAFFIC, CONVERSION AND LEADS
Transcript of TELARUS - Castleford Media Library /Case Studi… · FACEBOOK MARKETING 50 tips and tricks to help...
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P 03 | Opportunity
P 06 | Solution
P 11 | Results
P 14 | Resources
CONTENTS
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ABOUT TELARUS
Telarus is a leading provider of managed networks, managed security and private cloud services for Australia and New Zealand’s
SME and Enterprise markets.
Since 2002, it has built an extensive portfolio of blue-chip customers from a broad range of industries.
Telarus uses its website to demonstrate its expertise; tell its story; set out its full range of products and services; and generate
leads for its sales team.
It has some in-house marketing resource, but has limited capacity for creating content and building search, conversion and
promotional strategies.
Telarus represented an ideal opportunity for Castleford because our day-to-day contact was a content marketing advocate and
the business had genuinely compelling offers to promote to potential clients.
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GOALS
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12 3ASSET
DOWNLOADS
WEBSITELEADS
NEWSLETTERSUBSCRIPTION
Telarus needed our support to expand its online footprint; develop the range and quality of content on its website; and ultimately
drive more leads. These are the primary and secondary goals we helped Telarus identify:
STRATEGISE, CREATE, AMPLIFY
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At Castleford, we deliver a broad range of content marketing products using our specialist, in-house teams. Telarus was able to use
us as a resource for creating different types of content; providing strategic support and consultancy on SEO and UX; and creating
and managing paid search campaigns.
Everything we do is priced in units meaning that the strategy was always flexible and easy to adjust as Telarus’ needs and priorities
changed.
STANDARD REPORTING
PAID SEARCH
UX CONSULTANCY
WORDSWORDS WORDS GRAPHIC DESIGN
STANDARD EDITORIAL
PREMIUM EDITORIAL
STANDARD EDITORIAL & PREMIUM EDITORIAL
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The Writers on our Technology Desk were able to provide Telarus with the capacity to produce regular,
on-brief content for their blog. Our preference for in-house writing teams meant that we could turn articles
around quickly, allowing Telarus to benefit from short-term spikes in search volume around trending news
stories.
We used our unique Content Mapping process to create a smaller number of more carefully targeted blog
posts. Content Mapping is about identifying gaps in relevant search results and creating articles that better
serve the needs and expectations of users. As well as helping to drive the search performance of the Telarus
site, Content Mapping has produced high-quality editorial pieces with a longer shelf-life both in terms of
search performance and in the value they offer to Telarus’ audience.
STANDARD EDITORIAL
PREMIUM EDITORIAL
GRAPHIC DESIGN & PAID SEARCH
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Having our own Graphic Designers on staff allowed us to easily incorporate graphics products into Telarus’
rolling content plan. Our Graphic Designers worked with our Writers to create professional, on-brand
whitepapers to help Telarus capture more website leads. They also mocked up a new landing page template,
which has driven some really strong Google Ads results.
GRAPHIC DESIGN
The Google Ads campaigns we’ve managed for Telarus have been a great success, generating high quality
leads and securing a return on investment of more than 300 per cent. We were able to offer in-house
management of the campaigns, regular performance reports and advanced insights from our Account
Manager at Google. We were also able to draw on the combined skills of our Digital Strategists, Graphic
Designers and Web Developers to scope out and build new conversion landing pages to improve the
efficiency of the campaigns.
PAID SEARCH
STANDARD REPORTING & UX CONSULTANCY
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Telarus benefited from regular contact with a dedicated Content Strategist, who was able to act as the point
person for the different products and services included in their rolling Content Plan. Alongside support and
advice on specific issues, from on-page SEO to a planned new website build, our Content Strategist also
provided Telarus with regular performance reports to help justify the ongoing investment and adjust the
strategy.
Telarus was able to draw on our user experience expertise for two projects. The first was the scoping out and
creation of new landing pages for a Google Ads campaign. One of our Digital Strategists worked with our
Graphic Designers and our Web Development team to mock up and build the new pages. The second
project was a site-wide UX Report, providing analysis of user journeys and making wide-ranging
recommendations for improving on-site conversion.
STANDARD REPORTING
UX CONSULTANCY
WHAT THE NUMBERS SAID
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GOOGLE ADS
Positive return on investment over a
6-month period for our Google Ads
campaigns
TRAFFIC
Year-on-year increase in website
traffic in the 6 months to March
2017
52%
SEARCH
Ahead of the industry
benchmark for organic search
traffic during the same period
49% 90%337%
LEADS
Share of website leads coming
through our new landing page
strategy in the first 30 days after
launch
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WHAT THE CLIENT SAID
“Finding the right partner is always a challenge. From day one of our relationship Castleford have demonstrated the systems and talent that have been key in delivering leads for our sales team and creating awareness of our brand.
“They understand the needs of our customers and have the ability to take technical information and turn it into compelling content that our audience want to read.
“Our Content Strategist is very easy to work and is extremely knowledgeable. We are very pleased with the results that our content strategy has delivered.”
Jacque GreetMarketing Manager at Telarus
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
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ABOUT US
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