Case study:

Supporting Jaybro's long-term content strategy

The catalyst

The team at Jaybro wanted to drive traffic to their e-commerce store for consumable products and generate leads for larger capital items such as concrete crash barriers and geosynthetics for infrastructure projects.

To educate their potential customers and position themselves as experts in the civil construction sector, Jaybro embarked on a long-term content marketing project.

Before

I began working with Jaybro in 2018 when the marketing team was looking to significantly ramp up their content production.

Prior to my involvement, blog content had been ad-hoc and reliant on other team members having the time to write and produce articles regularly.

Jaybro knew they needed a dedicated resource to dominate search engine results pages. With a wide range of target keywords relevant to their broad product range, the team wanted to add structure and regularity to their content.

After

I worked with the team intensively from 2018 through to 2020 writing articles and case studies, with nearly 600 articles published to date. From 2021 onwards I've been producing several articles per week across a wide range of product categories.

"Leonie has worked for Jaybro on an ongoing basis since early 2018. As a marketing manager, I’d had previous experience with other writers over the years but none came close to the quality and quantity of work produced by Leonie. As a direct result of her work, we moved into position 1 or 2 across 90% of our target keywords and monthly website users have more than doubled since she started working for us (off a base of 20K users)."

Louis
Louis McCorkell
Marketing Manager, Jaybro

Throughout our time working together, the Jaybro Group has acquired close to ten businesses, with each one requiring us to develop new product knowledge and a strong understanding of complex engineering concepts.I helped to successfully integrate these new product and service types into Jaybro's content mix with each new acquisition.

"Leonie works closely with our sales team for content suggestions and has no issues adjusting her work to suit the pitch required across different products,” adds Louis.

Digital Manager, Gavin Jones, notes that our confidence with a wide range of technical topics has made the whole process easy.

"Leonie seamlessly delivers exceptional copy, displaying high levels of expertise, industry knowledge and subject matter to meet the brief. She has played a critical role in our content marketing strategy."

Gavin
Gavin Jones
Digital Manager, Jaybro
Jaybro website homepage

Scope

  • Topic ideation
  • Content writing
  • Case study research and production
  • Management of articles through the pipeline
  • Interviewing subject matter experts
  • Support with social media copy
  • On page SEO
  • Product and e-commerce content
Gavin

"Organic traffic is up a whopping 326% over the past 5 years. Initially, we had a low percentage of organic visits and a high volume coming from paid ads. Organic is now triple that of paid advertising as a lead source. We wouldn't have been able to get to this point without a strong focus on good content."

Gavin Jones
Digital Manager, Jaybro
Jaybro's

Key to success

Resources

Allocating the resources needed for a long term SEO content program has been vital to Jaybro's continued success. They have a team of in-house experts behind its digital marketing activities, working together to drive success from different angles including organic, paid, outbound sales and email marketing. 

Consistency

The team at Jaybro see the value in consistent content production and maintaining a good publishing cadence. This has created momentum in our working relationship and enabled the business to maintain high rankings for target keywords over a long time frame. Investment in workflow and task management tools means there is transparency in the publishing pipeline and all parties can see tasks at a glance.

Trust

Additionally, a level of trust has developed allowing me to take ownership of content production without extensive checks and approvals weighing down the process.

Moody street in Sydney

The result:

The Jaybro team have successfully outsourced the majority of their content production by using Chameleon Marketing as an extension of their in-house team. And, even after 5+ years of working together, the relationship remains flexible and low risk, allowing Jaybro to scale production up or down as their business needs change.

Quick response time

I am responsive to Jaybro's fast-moving, dynamic culture

Increased rankings

Consistent upward trend in Google rankings + 326% increase in organic traffic

Easy workflow

Autonomous content process means the Jaybro team are free to focus on other activities

Team integration

I work seamlessly with Jaybro's engineering specialists to develop quality content

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