B2B SaaS Content Strategy & Brand Refresh

EZ Texting, a leader in the text marketing field, faced a swell of competition following the 2020 pandemic that cut into SEO performance, brand positioning, and lead growth.

The challenge was to modernize and revitalize the pioneering brand to stand out from competitors, drive engagement, and improve SEO/GEO in a rapidly changing search landscape.

The strategy called for a brand refresh. An updated design individuated the brand while content, a resurrected YouTube presence, and thought leadership to expand E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) aimed to grow total keywords, positioning, signups, and conversions.

RESULTS

Relaunching the site led to an immediate rise in site engagement and conversions.

Improvements across all Google search: featured snippets, answer boxes, people also ask, video snippets, and AI Overviews.

Organic SEO content responsible for highest value ICPs.

+1,174.9%

SEO content strategy and execution grew total keywords and drove keyword ranking +1,174.9%

+57%

Significantly raised Click-Thru-Rate to critical homepage CTA

+3,110%

Video strategy radically grew marketing site video
views (707%) and watch time over previous efforts

Execution

The homepage is the embodiment of the new brand design.

The updated color story works with negative space to drive users toward the most important elements on the page—“Start for Free” CTAs—and sets the brand apart from staid competitors.

Optimized A/B tested headlines and above the fold copy helps improve signups and conversions while an animated banner calls out new products and updates.

Black arrow pointing to the lower right, curved downward at the left side.

SEO-led content strategy called for a re-evaluation of the blog to emphasize E-E-A-T, grow keywords and positioning, and energize the brand’s organic lead gen and conversions:

New article content chosen by keyword intent and volume and shaped by qualitative research
Stock photos were a drag on SEO so energizing, unique art now accompanies all blog posts
New video embedded throughout the site fortified site metrics and SEO
New tagging structure was introduced along with added author bios to underscore expertise

New thought leadership efforts and enhanced surveys and reports drive traffic, improve authority, and increase backlinks. All buoyed by expanded PR communications and social promotions.