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Brafton

Brafton’s mission is to create great content, so the articles that appear on the company blog need to be high quality. The writing needs to be clear and concise, provide real value to readers and rank well in search engine results pages (SERPS).

Every piece of content that appears on the Brafton blog must not only reflect the company’s values and mission, but also the quality that Brafton brings to each project. Brafton content must be responsive, relentless and resilient.


[Article] The Ultimate content marketing strategy guide for staffing firms

Role: Writer

Skills Demonstrated

  • Copywriting
  • Industry Research
  • SEO
  • Collaboration with Design Team

Highlights

  • Top ranking SERP position.
  • Improved domain authority.
  • Established thought leadership.
  • Generated in-bound leads.
     

    Challenge

    For my piece on content marketing strategy for staffing firms, the ultimate goal was rank highly for long-tail keywords identified by Brafton’s crack SEO team. In addition to providing domain authority to the Brafton site, my piece also needed to provide expert insights to our targeted readership.

    Essentially, if a staffing firm stakeholder wants to learn how content marketing can benefit his or her business, Brafton wanted to provide everything the decision maker needs to know in one convenient location.

    Solution

    Brafton’s internal marketing team identified an outdated page on the website that they believed could perform better. They determined a complete refresh of the content was the best solution. I took their list of long-tail keywords and conducted research to strategically outperform our competitors.

    I identified topics to cover, created titles and subheads, then drafted the content. I worked with an editor and proofreader to fine tune the writing. Then, I identified a caption to be used in a custom in-line illustration. We worked on a strict schedule, completing the project in less than one week.

    Result

    My staffing article provides staffing industry leaders with everything they need to know to establish a strong content marketing strategy.

    Readers learn about how to:

    • Develop a branding strategy.
    • Gain a better understanding of their business’s value proposition to two distinct customer personas.
    • Know when and how to implement blogs, videos, infographics, white papers, case studies and eBooks.
    • Use social media to attract readers, promote content and optimize off-page SEO.
    Staffing Marketing Ranking.png

    In March 2018, the article ranked #4 for the keyword “staffing marketing” and #1 for “Staffing agency content marketing.”



    [Article Series] The Content Marketing Weekly

    Role: Writer

    Skills Demonstrated

    • Copywriting
    • Industry Research
    • Simplify Complex Topics
    • SEO
    • Image Sourcing

    Highlights

    • Aligned web content with social strategy.
    • Built relationships with industry leaders.
    • Established thought leadership.
     

    Challenge

    The goal of my contribution to the Content Marketing weekly was to establish Brafton as a thought leader - a trusted source of industry news. Meanwhile, Brafton also wanted the piece to establish positive relationships with other industry leaders.

    Solution

    I wrote my CMW article as complete digest of the web’s trending topics about content marketing. After researching the week’s hottest articles, I created summaries of each topic, giving credit to the original source. To break up the text and make my article more enjoyable, I sourced in-line imagery based on a central theme. To keep the content relevant, I wrote the piece the week it was published.

    Result

    The CMW gives marketing leaders a chance to catch up on the week’s top content marketing topics in about five minutes. The piece links back to thought leaders, which shows that Brafton cares about being a responsible member of the web marketing community.