Illustrative example, not a client result
A B2B service firm
An accounting firm that serves other businesses
Situation
A firm of about twenty people with a service-heavy website and no blog. Prospects ask the same questions in sales calls, but the site does not answer them. Nobody has time to write.
What we would do
- Collect the questions prospects ask and match them to real searches.
- Write a brief for each piece for the firm to approve.
- Write and optimize six pieces a month, covering questions in order of buying intent.
- Link each piece to the matching service page.
- Report monthly on what was published and what search it targets.
KPIs we would track
- Impressions and clicks for target topics
- Pages published against plan
- Organic enquiries
- Rankings for priority searches
- Service page visits from articles