How an End-to-End Industrial Commerce Platform Doubled Its Organic Search Traffic With Effective Content Marketing

Executive Summary

Content marketing can be an effective way for businesses to reach their target audience efficiently. However, content needs can change significantly depending on a business’s resources or marketing priorities. This can cause tunnel vision for marketing teams that only want to focus on a blog or social media.

BluePallet, an online industrial chemical marketplace, wanted to use content marketing to improve its organic search traffic and increase engagement across its own platforms. LeadsPanda has developed blog posts, social media posts, and case studies throughout its relationship with the client. After working with LeadsPanda, BluePallet experienced the following benefits:

Simplified content creation

Variety of quality content

Increase in organic website traffic

About BluePallet

BluePallet is an online industrial chemical marketplace where buyers and sellers can communicate, offer products, and research each other before making a deal. BluePallet aims to simplify the process of buying and selling industrial chemicals and offer a major platform for chemical companies of all sizes to collaborate.

CHALLENGES

Client needed to develop a blog from scratch without specialized knowledge of content marketing
Prior to working with LeadsPanda, BluePallet did not have a dedicated blog for industry content and insight. However, it recognized the importance of content marketing and wanted to develop a blog from scratch. Its marketing team was inexperienced in content development and did not know how to create an effective, long-term content plan.
Content marketing had to be scaled up gradually due to limited resource availability
Effective content must regularly engage readers with consistent and interesting blog posts tailored to their interests. Due to BluePallet’s other marketing activities and the limited availability of creators to produce high-quality content, content marketing was slow and could not be scaled up in an efficient and cost-effective manner.
Content needs can change significantly depending on in-house marketing priorities
BluePallet’s marketing team was often stretched and had to develop content alongside other marketing duties. When events, announcements, or advertising campaigns were planned, content development was deprioritized. The client needed a solution that allowed them to consistently develop different types of content without overwhelming their in-house marketing team.

“The process is easy and they adapt in a way that helps you meet your business goals. They are really great with feedback and changing processes if need be. That flexibility is nice.”

Lauren Conte

Marketing Director, BluePallet

HOW LEADSPANDA HELPED

Streamlined process to deliver content and improve organic search results
BluePallet wanted to build a content marketing strategy that would not overwhelm its growing marketing team. Calling on LeadsPanda allowed the client to grow its content portfolio while keeping the process simple and adaptable. This empowered BluePallet’s marketing team to significantly improve its organic search results and get more views on its website.
Specialized content was created to attract different types of readers
Apart from blog content, BluePallet wanted to develop a content strategy that could reach a varied audience and lead to more conversions. LeadsPanda’s experienced team of content managers, writers, and editors are highly skilled in creating different types of content, empowering the client to move beyond blog posts and strengthen their social media presence. In addition to this, BluePallet could create case studies that helped it solidify its position as an opinion leader in the chemical industry.
Regular communication allows the marketing team to be agile in its approach and strategy
Marketing objectives change constantly and it’s critical for content strategists and vendors to remain agile in their approach to developing content. LeadsPanda conducts monthly check-ins with each client to learn about their latest priorities and adjusts content development accordingly.

“LeadsPanda has helped us build out our needs, customizing their services to what we need at the time. They’ve been able to adapt, doing everything from creating an editorial calendar for social media to blog strategy and keyword research.”

Lauren Conte

Marketing Director, BluePallet

RESULTS

After working with LeadsPanda, the client experienced a 208% increase in organic website traffic. LeadsPanda also allowed BluePallet to explore the use of multiple types of content such as blog posts and case studies in its marketing strategy.