Research: Our web and content marketing process at 434 Marketing always starts with research. We met with leadership to define the client’s goals, their definition of success, growth plans, and sales challenges. Next, our data analysts examined current digital acquisition channels and competitor visibility to identify market gaps and develop a data-informed content marketing strategy. Our market research team then conducted 15 one-on-one buyer persona interviews with CaseWorthy customers to define key value propositions and the buyer’s journey. We also distributed a consumer survey to validate key insights raised in the qualitative interviews, and to A/B test branding options.
Brand Development: Combining leadership feedback and customer research insights, we developed a brand message guide that included logo usage guidelines, colors, fonts, boilerplate content, brand story, and brand tone.
Content Analysis and Strategy: We initially developed and implemented a 12-month content strategy, but have continued to work with CaseWorthy since 2020 due to our positive performance in driving website traffic and generating high-quality leads. We research keywords, map content, and create a suite of pillar and cluster articles centered around specific high-yield keywords and phrases.
Custom Web Development: We built a custom, mobile-responsive website for CaseWorthy developed on the WordPress CMS. Designed with an easy-to-modify block system, our client can easily create pages and update custom content within the brand’s guidelines. We provided training for CaseWorthy’s team, set up lead generation automation tools with Active Campaign, and built conversion points throughout the website.
Ongoing Marketing and Consulting: Since the website launch, our client has upgraded their content marketing contract with 434 Marketing.