Case study:

How one article drives $4000 worth of traffic every month

The catalyst

Orange Hire is a leading earthmoving and civil equipment hire business with 7 locations on the East Coast of Australia. Responding to the construction boom in the few years pre-COVID, the business grew quickly and the management team identified several focus areas for their marketing. 

The Orange Hire team approached me as their business was experiencing exponential growth and they didn't have the internal resources to allocate to consistent marketing campaigns. 

Before

I began working with Orange Hire in mid 2020, initially to develop a series of simple marketing assets to support the sales team. Despite strong business growth and a steady stream of new enquiries, the business lacked a consistent and structured marketing plan, and faced strong digital competition from big name hire brands who dominated search results pages online. 

The Orange Hire team knew they had to focus on their point of difference and build a strong content strategy to reach new customers in NSW, Queensland and Victoria.

With a focus on great service and excellent product knowledge - something their competitors simply couldn't deliver - I worked on positioning Orange Hire as the experts in equipment hire, using a long term content, email and social strategy. 

After

Working with Bec Chappell from Plum Marketing Solutions, I developed a content strategy focused around the brand's key messages of safety, expertise and brilliant service.

Since July 2020, I have written and published over 75 educational articles and case studies for Orange Hire, creating a consistent cadence of organic content that served to support their other marketing channels.

Many of these blog posts have performed exceptionally well, such as this post on different types of rollers that drives 93% new users to the Orange Hire website, and is one of the top 10 most visited pages.

One of my blog posts - 'the top 5 excavator brands for reliability and safety' - has consistently performed well, delivering 1,000 visitors per month (as of October 2021). 

Orange Hire's paid ad specialist, Grant Davies, notes that this single article - which cost a few hundred dollars - is saving the company thousands in ad spend every month by offering a high-ranking organic result instead of relying on an expensive ad click. 

"This post drives about 1000 organic visitors per month. We pay between $2-$4 per click for similar traffic from Google Ads, so you might say this one piece of content is worth about $2000-$4000 per month."

grant
Grant Davies
Digital Director, eClicks
top SERP results

This one article has received over 17K views to date, however it is the structured and consistent approach to content marketing that has really helped Orange Hire get traction in their market. 

Weekly blog posts provided the content for frequent social media posts and email marketing, taking the pressure of "what do I write?" off the rest of the team. 

"Having Leonie on board means we have created more time and space in our business to work on revenue-generating activities like sales outreach & nurturing our customers. Leonie has become an extension of our in-house team and is excellent at keeping us accountable and making sure we're consistently putting out new content."

Simon
Simon Hatton
National Marketing & Sales Effectiveness Manager, Orange Hire
Orange Hire website showcase

Our scope

  • Topic ideation 
  • Content writing
  • Case study research and production
  • Management of articles through the pipeline
  • Content calendar management
  • On page SEO
  • Landing pages
  • Product content
  • Catalogue copywriting
  • WordPress content management
  • Onboarding emails and nurture sequences
  • Producing product specification sheets
  • Writing HR & culture content
Simon

"With Leonie from Chameleon Marketing in my corner, I know that things are getting done and I don't have to stress about coming up with ideas for content or worrying about anyone dropping the ball. Leonie is just so easy to deal with."

Simon Hatton
National Marketing & Sales Effectiveness Manager, Orange Hire
Orange Hire's

Key to success

Consistency

The Orange Hire team developed a cadence for their marketing that meant they showed up consistently in front of their potential audience. Adhering to a regular social media and email schedule was made easier with my articles providing plenty of ready-made talking points. 

Trust

After an initial deep discovery period, I was trusted with ownership of the content process. This meant only the bare minimum of checks and approvals were required, allowing content to move quickly through the pipeline.

Collaboration

I worked alongside social media expert Bec Chappell, ad specialists eClicks, and Orange Hire's internal marketing team to develop a well-rounded content marketing strategy. Regular communication kept everyone aligned and aware of important focus areas and quarterly goals. 

Concrete barriers from Orange Hire

The result:

Orange Hire went from an under-resourced marketing department trying to do it all to a well-oiled content machine. Their internal team was able to increase brand affinity, generate hire bookings through their email marketing, and boost their organic Google rankings, saving them money on paid advertising.

Stress-free content

Responsible for content planning, writing and publishing, creating a true hands-off process for the Orange Hire team 

Organic lift

We have seen a 49% increase in organic search in 6 months (July-Dec 21 vs Jan-June 22)

Easy workflow

I drive the content process with subject matter experts, so the Orange Hire team is free to focus on more important things

Team integration

I act as an outsourced specialist, working closely with the in-house team and other contractors and freelancers

untitled design (1)

Want to get results like these?

Book a free discovery call with Leonie