www.castleford.com.au

BARRETT COMMUNICATIONS

CASE STUDY: TRAFFIC, CONVERSION AND LEADS

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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 Barrett Communications

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BARRETT COMMUNICATIONS

Barrett Communications is a specialist manufacturer and supplier of commercial high frequency, tactical high frequency and

very high frequency communications equipment. They operate globally and have offices in Australia, the UK and the USA

offering their services to the tactical, critical communications, and humanitarian industries.

We work with Barrett Communications across their entire online marketing strategy including their on-site content, the look

and feel of their website, and email marketing.

Barrett Communications utilised Castleford’s services through blogging, high value content, landing pages, graphics, and

newsletter content.

This strategy was coordinated by their Content Strategist, and executed by our editorial and graphics teams.

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GOALS

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GENERATE LEADS THROUGH

WHITEPAPER DOWNLOADS

GENERATE LEADS THROUGH ENQUIRY

FORMS

CAPTURE NEWSLETTER

SIGN-UPS

We were able to help Barrett Communications identify their primary and secondary goals. These website user actions

help them grow as a business online and get a measurable return on their marketing spend.

SOLUTION

Tailored content marketing for Barrett Communications

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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. Through a very

diverse strategy, Barrett Communications were able to take advantage of a range of products.

Everything we do is priced in units meaning that the strategy has been flexible to ensure we remained on track to achieve

Barrett Communications’ goals.

WORDS EMAIL MARKETING

EDITORIAL FEATURES

SEO REPORTING

LANDING PAGES

UXANALYSIS

EDITORIAL FEATURES & LANDING PAGES

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We used our unique Content Mapping process to create regular, 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. The aim was to drive highly relevant organic traffic to the website by writing engaging

content.

With a strong focus on SEO, Search Landing Pages are a must. We assessed the Barrett Communications

website and created content for 4 key pages. The regular blog articles then linked to these pages, further

strengthening their search presence.

EDITORIAL FEATURES

LANDING PAGES

EMAIL MARKETING & SEO REPORTING

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Castleford worked with Barrett Communications to create a regular email newsletter sent to their email

marketing list. These campaigns have regularly driven results above industry averages.

EMAIL MARKETING

With search engines regularly changing their ranking factors, it’s important to ensure websites adhere to the

current guidelines. We created an SEO Report for Barrett Communications which identified areas which

could be improved from a search engine point of view.

SEO REPORTING

UX ANALYSIS

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Getting visitors to the site is one thing, but getting them to use your site effectively is much more important.

The UX Report we created for Barrett Communications assessed the site from a typical user’s perspective to

ensure conversion paths were as optimised as possible.

UX ANALYSIS

RESULTS

Content marketing success for Barrett Communications

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WHAT THE NUMBERS SAID

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KEYWORD IMPROVEMENT

Across 2017, 71% of core keywords

increased or retained their Google search

ranking

ORGANIC LEADS

The second half of 2017 saw an

increase of 265% in leads driven from

organic traffic

265%

ORGANIC BLOGTRAFFIC

The second half of 2017 saw an

increase of 247% in organic blog visits compared to the first half of 2017

247% 33%71%

ENGAGEMENT METRICS

The second half of 2017 saw visitors spend an extra

33.45% of time on the website - after

Castleford consulted on the UX of key pages

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WHAT THE CLIENT SAID

“Working with Castleford on our online marketing strategy has been very beneficial to our business. The knowledge that the team at Castleford bring is brilliant. I can run ideas and some of our challenges past them and they will guide us in the best way to further enhance the agreed strategy. They also guide us on the steps we need to take to do that.”

Suzie HaworthMarketing Officer

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

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ABOUT US

Melbourne

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