How A Blog Got Shared Over 700 Times Helping A Client Stay On The Radar During A Crisis

CASE OVERVIEW:

Fear. Panic. That’s how many people react when faced with a crisis.

Instead, we cooly analyzed the market and saw an opportunity in the dramatic increase in the consumption of online content during the COVID crisis. We used that to help our client, a Toronto-based recruitment agency, reverse a sudden decline in traffic and stay on the radar with their clients and with the search engines.

Let’s dive into our case study to find out how:

THE PROBLEM:

COVID-19 completely changed the recruiting world. Millions of workers were laid off and many companies completely stopped their hiring efforts for the time being. Accordingly, search traffic for recruitment agencies slumped immediately.

Here’s what the data on Google trends looked like for the term, “recruitment agency”.

If our client’s traffic dropped by the same, they risked going off the radar with their clients and losing their good search engine position with Google by the time business returned.

How could we prevent this from happening?

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THE FIX:

We analysed.

As Albert Einstein once said, “In the middle of every difficulty lies an opportunity.” We looked at market trends and noticed that, while traffic was dropping for lots of sites, the consumption of online was up 70% as people were sitting at home with more time on their hands.

The opportunity was to re-direct the content strategy of our clients’ blog and pivoted it to position them as a recruiting expert during COVID, provide value to their clients, and helped them continue to prove their worth to key stakeholders.

We answered common questions.

As a digital marketing agency, we can never put enough emphasis on the importance of answering common questions to get your content found and engaged with. Google has been called more of an answer engine than a search engine and people were turning to it with lots of new questions around employment in the crisis.

Clients were wondering how to recruit in a world where you couldn’t meet face-to-face. Job seekers were wondering what, if any, industries were hiring. Accordingly, we created a series of posts that answered each of these questions and more.

We amplified via email.

We studied what blog posts got the greatest engagement and gave that content additional exposure through their massive email database by featuring it in a COVID-themed eNewsletter.

THE RESULTS:

Crisis not averted, but addressed. The blog and email drove…

782

Blog Shares

Email Open Rate

Toronto digital marketing agency writes blog that gets 782 shares on LinkedIn.

Toronto digital marketing agency writes email that gets 31% open rate

Everyone says “blogs are a must,” but does your business need one? Read more about How Do Blogs Work? Increasing Leads Through Your Blog

What Our Client Has To Say

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Want to get results like these?

The Marketing Garage is an award-winning Toronto digital marketing agency that has extensive experience in cultivating effective digital marketing strategies. We help businesses in many different sectors across North America fix their digital marketing and branding. Our data-driven mix of SEO and digital marketing audits will give you the best results.