Melissa Claire Photography, an inclusive, non-traditional wedding photographer sought a content marketing strategy and lead generation techniques that would bring in qualified prospects, likely to convert and likely to be a good fit.
PROBLEM
Melissa wanted to increase organic traffic to her website, and didn’t know where to start with a content marketing strategy. We brainstormed together, and decided that her blog should become a place brides, especially non-conventional brides, could come for answers to the questions they had that weren’t being answered by the big wedding sites.
STRATEGY
We devised an inbound content marketing plan designed to address the gaps in wedding industry resources, especially when it comes to LGBTQIA+ or nontraditional weddings. Rather than try to compete with the big wedding sites, we wanted to focus on the content gaps and complement them.
TACTICS
- Complete extensive keyword research to identify what people are searching for
- Execute a deep dive into industry content to uncover gaps
- Develop keyword-based inbound content concepts
- Write and design website and blog content with compelling CTAs
The results of our inbound efforts? Keyword-driven traffic to Melissa’s website increased, more qualified leads contacted her via web form, and her resource blog’s social share rate went up, especially on Pinterest.