“It’s refreshing to work with a team who have striven to understand our core values and reflect them from day one in challenging and informed content.
It has helped us develop our marketing and sales ideas to the point where we have seen the benefits – not just in increased web traffic across all social channels – but in bottom line performance too. Highly recommended.”
Marc Rigby, Managing Director
MRM Ltd
MRM are promotional marketing experts with a long history of providing digital design and development, competition management and data capture, ISO accredited Quality Management process as well as off-the-shelf and bespoke promotions and campaigns for both agencies and brands.
MRM offer 3rd party logistics services, security and data management compliance to government standards, payment processing in the UK and abroad, in-house printing and print management and bags of handling and fulfilment.
Positioning MRM as sage experts
Trading for over 30 years, MRM have built up a huge wealth of experience and knowledge working with brands such as British Gas, Boots, Reach and Allianz. But this was not being adequately conveyed via their current website, which wasn’t performing well technically, attracted minimal traffic and lacked authority.
A redesign of the website was well under way when Managing Director Marc Rigby approached The Content Marketing Team for support with SEO content creation. Marc’s brief to us was to generate new content to help position them as ‘the sage’: marketing experts respected in their field for their deep knowledge, sound judgment, and experience.
Content creation, consolidation and enhancement
The Content Marketing Team undertook a full review of the existing website, looking at both content and SEO to see which pages performed the best before setting about enhancing their content.
We put together a plan to populate the new website with content, improve existing low content pages, explain insider jargon and focus on the benefits to the clients rather than just MRM’s features.
Delivering informative insights and improving E-E-A-T
Once the new website was up and running with new and enhanced product pages, we turned our attention to MRM’s ‘Insights’ section. This blog section offers a fantastic opportunity to keep the site regularly updated with content and opinion about the industry in general, not just MRM’s services. But alongside being informative and engaging to the reader, it needed to tick the boxes for Google’s E-E-A-T framework.
We therefore ensured that every blog article we produced contained:
- High quality, unique, straightforward, valuable, content that doesn’t just answer questions, but adds something more
- Keyword research
- Relevant links from other websites
- Up to date and credible references for all claims
- Valuable internal links related to the topic and useful to the reader
- A clear page structure with H2s and H3s optimised for search as well as AI
- Content that’s formatted in easily digestible formats such as tables, bullet points and plenty of headings
- A brand tone of voice which is straightforward and accessible
Recent titles have included:
- UK gifting: Are you making the most of British generosity?
- Labubu – The rise (and fall) of scarcity marketing
- Many happy returns: How to delight customers with your returns policy
- How to cash in on the Golden Quarter of Halloween, Black Friday and Christmas
- The Generation Game: What promotions work for every age group?
The result
Not only do the new Insight articles frequently feature in their top growing pages and top performing pages on Google, MRM have also gained traction on social media, in particular on LinkedIn, by reposting article links to attract more followers. This in turn has not only generated more web traffic, it’s also improved their bottom line performance.
