Carbon Chain

Challenge

ROAST’s task was to ensure that CarbonChain were visible to those businesses searching for these solutions. As the critical starting point for researchers, ensuring that the brand was optimised for Google was the paramount task.

Innovation

Audience research allowed us to understand both the research and the buying journey. This ensured we were focusing on those search terms that would deliver marketing qualified leads for the sales team to follow-up. An extensive competitor review also established what the competition were focused on, what we could learn from that as well as the gaps that would indicate opportunities for us to exploit. Ultimately, we took an integrated approach to performance marketing, focusing on both health and growth tactics:

Health

• Technical SEO, based on a full audit, which prioritised the amends that would have the biggest impact in the long, medium and short term.

Growth

• Content gap analysis drove thought leadership pieces that we collaborated with client experts to ensure CarbonChain was being ranked by Google for relevant search terms.

We generated different types of content for different purposes:

• Hero: long-term, strategic, thought leadership pieces to build overall authority and for use in digital PR and link acquisition
• Hub: brand and trend led content that is ever-green with lasting relevance and potential for links.
• Hygiene: blog and expert comment from the team that targets specific search terms.
• Integrated: By working with paid search teams we were able to take a holistic view of the search journey and maximise the impact of both channels on the digital journey.