www.castleford.com.au

WMC ACCOUNTINGCASE STUDY: SEO AND LEAD GENERATION

2

P 03 | Opportunity

P 06 | Solution

P 11 | Results

P 14 | Resources

CONTENTS

www.castleford.com.au

OPPORTUNITY

An introduction to WMC Accounting

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ABOUT WMC ACCOUNTING

WMC Accounting is a specialist provider of accounting, bookkeeping and financial advisory services based in Geelong, Victoria.

The firm has a strong local presence, but also works with clients from across Australia, drawing on the vast and diverse

experience of its directors, accountants and advisors.

WMC prides itself on its ability to understand the industry trends and commercial pressures impacting its clients and on its

commitment to solving their problems, big or small.

Like a lot of professional services firms, WMC traditionally got a lot of its business through returning clients and word-of-mouth,

but was also keen to leverage its digital presence.

With no dedicated, in-house marketing team, WMC lacked the time and resources to create and execute a content marketing

strategy for its business.

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GOALS

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12 3EBOOK

DOWNLOAD

REQUESTAPPOINTMENT

APPDOWNLOAD

WMC Accounting uses its website to explain its products and services; to introduce its directors and other key members of its team;

and to establish itself as a trusted, authoritative partner for existing and prospective clients. Our priority since we started working

with Ali Ward and her team at WMC has been to grow the site’s reach in organic search and drive more users to key pages on the

site where they can take useful actions.

SOLUTION

Content marketing for WMC Accounting

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STRATEGISE, CREATE, AMPLIFY

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WMC Accounting has been able to leverage the range of skills we can offer through our specialist, in-house teams.

Since the start of our relationship, WMC has had a dedicated Content Strategist to act as a point person for its content marketing

strategy. Our Content Strategist helped to identify the goals, set the priorities and select the best mix of products from our Content

Menu.

We built a blog so that WMC could publish regular, high quality content; we worked on new landing pages to provide more value to

users and improve the site’s traction in search; and we developed downloadable eBooks to capture leads from visitors who weren’t

ready to commit to an appointment.

BLOG CREATION

STRATEGIST SUPPORT

DOWNLOADABLE EBOOKS

PREMIUM EDITORIAL

LANDING PAGES

BLOG CREATION & STRATEGIST SUPPORT

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At the start of our relationship with WMC our in-house Web Developers built a blog. A blog is an essential

part of any content marketing strategy, providing a central hub for regular, high quality articles to grow the

site’s search presence and drive email and social media campaigns. We created WMC’s blog on a WordPress

subdomain, matching the existing site’s look and feel.

A dedicated Content Strategist provided WMC with a single point of contact during the kick-off process and

throughout our relationship. As well as running WMC’s rolling content plan, our Content Strategist liaised

with our creative teams and was on hand to provide advice and recommendations as required.

BLOG CREATION

STRATEGIST SUPPORT

PREMIUM EDITORIAL & DOWNLOADABLE EBOOKS

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Our full-time, in-house writing team has produced more than 130 blog posts for WMC during our

relationship. The blog content we’ve created has been driven by a flexible editorial brief, developed in

partnership with WMC, to ensure that we hit the right topics, tone and keywords with each piece. Blog

content is delivered via our API, with unique meta data, in-line images, pull quotes and embedded social

media posts.

Ultimately WMC is looking for appointment enquiries but we’ve also been keen to introduce content that

can capture leads earlier on in the decision making process. To this end, we’ve helped them create some

downloadable eBooks and put them behind lead forms. These eBooks provide an opportunity to capture

useful information from website visitors who are not quite ready to commit to an appointment.

BLOG CREATION

STRATEGIST SUPPORT

PREMIUM EDITORIAL

DOWNLOADABLE EBOOKS

LANDING PAGES

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A key objective for WMC has been to grow its keyword footprint and get more visitors from organic search.

Alongside the blog, which is great for longer-tail keywords, we’ve developed new landing pages to help the

site acheive page #1 rankings for important local search terms.

BLOG CREATIONPREMIUM EDITORIALLANDING

PAGES

RESULTS

Content marketing success for WMC Accounting

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WHAT THE NUMBERS SAID

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TRAFFIC

Year-on-year increase in organic

search traffic during the 6 months after we launched the

WMC blog

31%

SEARCH

Page one listings on Google.com.au for

key local search terms such as

“Geelong Accountants”

#1

LANDING PAGES

Increase in pageviews on key

landing page during the first 12

months, compared to the previous year

184%

LEADS

Increase in the number of

appointment requests per year since the start of the relationship

3.5x

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WHAT THE CLIENT SAID

“Our relationship with Castleford has significantly improved our digital footprint and returned impressive results via Google Analytics. Our account manager ensures regular contact is maintained and Castleford work hard to understand our business and marketing goals.

“This understanding helps produce relevant content that adds value to our current and prospective clients via online engagement. It has allowed us to take our marketing to a level that we could not achieve internally. We have become reliant on their expert knowledge to guide us through the marketing process and this relationship is our most valuable marketing asset.”

Ali WardAssociate, Practice Manager at WMC Accounting

RESOURCES

Downloadable whitepapers on topics covered by this Case Study

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WHITEPAPERS

This is a selection of Whitepapers based on the topics covered in this Case Study.

Blogging Whitepaper

Downloadable Content Whitepaper

Landing Pages Whitepaper

Website User Experience Whitepaper

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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, Australia

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

Auckland, New Zealand

19 Victoria Street WestAuckland, 1010+64 9 951 6469

ABOUT US