The challenge
What do you do when a company has tonnes of old content sitting there, not creating leads? Ditch it and start again? No. You do a Clark Kent. Step into a phone box and come out as Lead Generation Woman.
This consultancy had a content library spanning more than ten years. The articles were full of impactful ideas, but a lot of it no longer matched the firm's positioning or its brand voice. Calls to action in the WordPress articles weren't converting, and slow site performance was dragging down its search rankings.
What I did
- Content audit. Only relevant, up-to-date content made the move. Outdated articles were removed or rewritten in the current brand voice.
- Content pillar strategy. I grouped the content into themes using HubSpot topic clusters, so search engines could see how it all connected. More organic traffic followed.
- Migration to HubSpot. I moved the whole article library to HubSpot, which sped up the site and made it easier to optimise for search.
- Evergreen content. New articles were written not to date, so they could keep being shared and used as lead magnets.
- A new article template. I designed a HubSpot article page with clear calls to action, inviting every reader to book a call or download gated content.
