Case study:

Creating a content flywheel for Steelcorp

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The catalyst

Off the back of a fresh new rebrand for this decades-old shed business, the Steelcorp team wanted to put a renewed focus on marketing. Their goal was to position themselves as highly knowledgeable design & construct partners for commercial steel buildings, attracting high-value projects where their custom shed designs could shine. 

Moving away from residential work and focusing instead on complex builds for the commercial and education sector meant Steelcorp needed to build trust with their audience in this space.

The buying cycle for a commercial building can often run over many months, so the team made a decision to double down on helpful, educational content, gently guiding their prospective customers through the pipeline.

Before

Prior to working with me, Steelcorp didn't have an internal employee dedicated to driving their content production, so blog content had been ad-hoc and reliant on other team members having the time to write and produce articles.

This task was often lost amongst the busy day-to-day work of designing and building structures for customers.

The Steelcorp team knew they needed to bring in extra marketing resources to deliver the kind of educational experience they envisaged for their potential buyers. 

After

I began working with Steelcorp in May 2021 with a content strategy focused around the 'They Ask You Answer' approach popularised by Marcus Sheridan. 

This excellent approach to content marketing results in an open and honest answer to what customers are really looking for, such as 'how much does it cost?' and 'how does this compare to a competitor?'. 

Using this framework, we set about delivering long form content centred around comparisons, pricing, options, and the process of working with Steelcorp.

Articles such as Zincalume vs Colorbond – What’s the Difference?, Different Types of Guttes for your Shed, and NSW Building Approvals 101 have delivered consistently high organic traffic to the site, engaging potential customers and helping to build a reputation of trust, openness and expertise. 

"We approached Chameleon Marketing Collective as our content writing was ad-hoc and lacking cut-through. Leonie is super diligent, efficient and produces very meaningful articles for us without needing significant input from our team."

joshw
Josh Wiggins
General Manager, Steelcorp

After beginning their content journey with me, Steelcorp further expanded its marketing reach by working with another agency on several digital campaigns, building a library of visual assets to use throughout the business's marketing as well as the team's personal branding.

This neatly complemented our written content and has contributed to the professional yet down-to-earth personality of the brand.

Steelcorp has mastered the art of optimising and repurposing this content to present it in a range of formats: my evergreen articles have provided the basis for email marketing campaigns, prompted regular social media posts, and helped the sales team answer common customer questions. 

Steelcorp's subject matter experts are also able to use their ever-growing knowledge library to quickly grab key points on a topic, make an explanatory video, and share this on multiple platforms, creating the 'create once, repurpose forever' flywheel effect. 

Scope

  • Topic ideation and research
  • Content writing
  • Case study production
  • Management of articles through the pipeline
  • On page SEO
  • WordPress content management
  • Web design review
  • Website copywriting
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“Leonie has put together a thorough library of articles based on topics our customers are asking about. Her exhaustive research ensures that each article is written to address the questions and concerns consumers will face, no matter what stage of the building process they are at."

Lionel Allpress
Head of Marketing, Steelcorp

The content flywheel

An article…

becomes a webinar…

and multiple social media posts…

and an email to customers…

creating a content flywheel!

Steelcorp's

Key to success

Consistency

Steelcorp firmly maintains a consistent publishing cadence and understands that building a library of evergreen assets is best done sustainably over a long time frame. The publishing and approval pipeline functions smoothly and shared planning tools allow everyone to see tasks at a glance.

Team buy-in

Everyone on the team is committed to the same goal, with marketing activities like how-to videos being actively promoted and shared by all staff. Initially, Steelcorp's subject matter experts were uncomfortable in front of the camera, but a strong commitment within the team to practice and improve has resulted in consistently positive results. The team also has increased confidence in promoting their offering through both visual and written content. 

Respect

The Steelcorp team adopts a growth mindset, continually working on improvements to their business. This includes asking for help, respecting the knowledge and advice of both internal and external experts, and trusting their freelance and agency partners to get on with the job at hand.

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The result:

The Steelcorp team has built an extensive content library that drives consistent traffic to the website and, most importantly, answers their customers’ questions. This has radically streamlined the broader content creation process.

Now, the team have ready-made talking points for their social media profiles,  video content and emails, freeing up time for relationship building and other essential sales activities. 

Building Trust with Readers

A focus on honest, helpful content has helped create a point of difference for the brand

Increased rankings

216% increase in organic traffic in the first 6 months, with a continual upward trend

Content flywheel

My long-form content provides the basis for social media posts, video production and email marketing

Team integration

Strong product knowledge allows me to work independently so the sales team can focus on customers

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