In order to kick off this process, we first conducted a content workshop with the team at Bunger Steel to ensure we understood their consumers and the types of questions they asked on a regular basis, what makes Bunger Steel unique, what message they want to convey and who they wanted to target.
Next, our SEO team conducted keyword research in order to determine what consumers were already searching for in the digital space. We then took our findings to create a content calendar. This content calendar included blog articles, case studies and main website pages including the keywords and themes that we identified through our research. The different types of content we created were brand awareness, establishing industry expertise, POV on market trends and answering common questions.
We created content with the purpose of meeting customers where they are in the buyer journey. We aimed to answer their questions, fulfill their search queries and ultimately help guide them through the purchasing funnel while positioning Bunger Steel as an expert in the industry. These themes were then compiled into a content calendar in order to ensure consistency and alignment.
Finally, we monitored the performance of every piece of content we produced and used it as a guide for future content. Examining sessions, time on site, and keyword rankings helped to inform us on what types of content performed best ie. longform vs short, lists, informative etc., which social channels performed best and a posting cadence that was optimal.