EZ Texting Content Strategy

+ Brand Refresh

Challenge

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

The challenge was to modernize and revitalize the pioneering brand to stand out from competitors, become more engaging, improve SEO in a rapidly changing landscape, and ultimately drive more leads and conversions.

Strategy

The strategy called for a full refreshing of the brand, retaining only the shape of the existing logo. An updated color story to individualize the brand, font improvements, an SEO-driven content strategy, more modern videos and a renovated 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.

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.

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.

New video strategy includes dynamic production, lively editing, and vibrant thumbnails hewing to best practices.

Results

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

Grew time on page 28%

Raised CTR to homepage CTA 57%

Significantly grew marketing site video
views (707%) and watch time (3,110%)

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

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