Corporate Team Building Company Uses Targeted Content to Rank on the 1st Page

Corporate Team Building Company Uses Customer-Focused Content to Increase Site Conversions 71% in Two Years

A Boston-based company specializing in corporate team building events and corporate social responsibility management wanted to enhance its content library to drive more converting organic traffic. By investing in a conversion-focused strategy, they hoped to generate more leads from organic search.

Fire&Spark helped the brand earn high volumes of traffic and increase site conversions through customer-first content creation, CTA development, and search intent matching.

Solution

Fire&Spark worked with the corporate team-building company to create and implement a comprehensive SEO content strategy that would enable them to increase organic leads by developing content that built customer confidence in the company.

Our strategy involved in-depth content research, competitor analysis, and selective keyword targeting. We discovered that many competitors generated long listicle content designed to rank for many keywords and target multiple, broad audiences who were unlikely to convert – to succeed, the team building company needed a different approach. Fire&Spark focused new pieces on fewer, more specific keywords designed to attract leads at specific stages of their journey and redeveloped broader pieces into useful service-focused content.

The team building company wanted to rank for the term “team building” but found that many ranking pages featured listicles containing team building ideas, an approach that promotes conversions. To match visitor expectations, provide additional value, and encourage conversions, Fire&Spark developed content that matched visitors’ expected format (listicle) while also educating them about the benefits of the company’s services.

Traffic Performance and Value for a Blog Redesigned for Conversion

After attracting right-fit leads with optimized and appealing content, Fire&Spark included calls-to-action, or hyperlinks, that would encourage them to learn more (on another internal page) or convert (by signing up for the newsletter or an upcoming event). We found that these targeted calls-to-action were the icing on the cake for converting visitors that had already landed on pages tailored to their interests.

In-Copy CTA Designed to Match Content

Template-Level CTA Deployed Across All Blogs

By targeting the right keywords based on search intent, matching content to an intended reader’s conversion readiness, and including thoughtful CTAs, we were able to drive more targeted and relevant traffic to the site that had a higher chance of converting. This powerful combination pushed a number of their pages higher on the SERPs and increased their organic lead generation.

Methodology

To rise above competition on the SERPs, this team building company needed to optimize their web content in order to attract new visitors looking for valuable and helpful team building resources. To reach these potential customers, Fire&Spark developed a 360-degree SEO content strategy that enabled their lead generation and boosted their pages higher on the search results.

Our SEO content strategy included:

• Educational content development around the company’s services
• Crafting CTAs aligned with both visitor search intent and the organization’s high-level lead-generation goals
• Creation of blog articles to capture mid-funnel traffic
• Tactical keyword research and targeting
• Aligning content topics with search intent & customer needs
• Supporting the company’s internal marketing goals through the content creation process by interlinking to priority events and citing information from their podcast.