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Staying Competitive With Crowd Content: an FHE Case Study

As a cutting-edge mental health and substance abuse treatment center, FHE Health needs to regularly publish a high volume of SEO-optimized content to remain competitive. However, acquiring this type of niche content can be tricky. Here’s what Chris Foy, Content Manager and Webmaster for FHE Health, had to say about the challenges the center faced and how its partnership with Crowd Content resolved these pain points.

Image showing case study: FHE health

The Challenges of a Competitive Space

FHE provides mental health and substance abuse support to over one hundred individuals a month, through their multiple programs. In this space, it’s also one of the few providers that manages its own websites. However, to do so, FHE needs to drive a lot of traffic to ensure that the right clients can find the center and receive essential services. Consequently, the center runs it’s own innovative SEO operation. It also employs a single in-house writer, who’s familiar with the facility and what it does and can conduct in-person interviews.

Ultimately, however, FHE needed writers who could write well across a variety of topics, including medical- and science-focused issues. Chris explains that topics could potentially range from general concepts, such as the role of faith and religion in recovery, to specific areas, such as decoding mental health whitepapers. Having a single writer made it difficult to satisfy these niche content requirements, and hiring and managing a team of writers large enough to accommodate the volume of content needed was impractical. The center needed to be able to field these topics to a broad team of writers.

FHE also wanted a content solution that would be as hands-off as possible. Chris notes that managing a high volume of content, doing SEO research and providing writers with guidance can be time-consuming. The team wanted to be able to provide writers with a topic and instructions and receive high-quality content in return.

Crowd Content: the Obvious Choice

Although Chris doesn’t remember his introduction to Crowd Content, he’s used the platform over the years at multiple employers as well as for his occasional personal content writing needs. Because of these successful past partnerships, Chris found no need to explore other potential solutions. Whether FHE needs 500 words or several thousand, he believes he’ll get value and consistency through Crowd Content’s solution, making it a straightforward and easy choice to fill his team’s needs.

Reaping the Benefits of Crowd Content’s Hands-Off Solution

Crowd Content primarily provides SEO-focused copywriting services for FHE. Because the center requires a high volume of content, it sources articles multiple ways, with some orders going to its in-house writers, some placed through Crowd Content’s self-serve portal and the rest funnelled through the platform’s managed content side.

As the facility’s use of Crowd Content’s solution has ramped up from about 30 pieces a month to 70 or 80, Chris has been pleased with the benefits FHE has seen from the partnership. They include:

  • Hands-off content management: FHE often benefits from the hands-off nature of Crowd Content’s managed content side. Under the guidance of an account manager who knows FHE’s system and understands its brand, turnaround times are quick, changes are implemented quickly, and quality issues are addressed right away. This means Chris doesn’t have to provide monthly instructions.
  • A customized ordering system: Crowd Content helped FHE create a customized order summary system, which streamlines content ordering. To place orders, its account manager looks at a content calendar and order summaries provided by FHE. Essentially, Crowd Content works with FHE’s preferred system rather than making the client conform to the platform’s standard processes.
  • Self-serve options: With Crowd Content’s self-serve portal, FHE can create teams and tag its favorite writers, making it easier to place content orders with the right professionals. Currently, the center has locked in a group of writers who provide consistently high-quality content.
  • Access to skilled writers: Whether FHE places orders on the managed content side or opts for Crowd Content’s self-serve portal, it finds writers who have the skill set to deliver content in various niches and can write from the perspective of a mental health facility.
  • High-quality deliverables: Crowd Content consistently delivers articles that match the tone and quality Chris expects. On the managed content side, a dedicated Crowd Content account manager ensures the team of writers understands FHE’s brand so articles rarely require revision and can be integrated seamlessly with preexisting content on the website.
  • Quality control: Chris appreciates Crowd Content’s dedication to quality control. The platform’s editing services are baked into the managed side, reinforcing the high level of quality, so all articles meet the center’s strict standards.
  • Add-on services: The center recently added on an infographics package. In the past, FHE had worked with agencies to connect with creative professionals who could deliver infographics, but finding the right freelancers proved challenging, and deliverables often needed revisions. Through Crowd Content’s add-on solution, FHE got infographics delivered right alongside content, and the team has been thrilled with the quality.
  • Affordability: Crowd Content provides several tiers of services, so FHE is able to get the content it needs while respecting its budget.

Trying On Other Solutions

Although the partnership with Crowd Content had been a resounding success, FHE has shopped around for other solutions to perform due-diligence. However, after trying out other writing services to see if it might be an even better fit, the team quickly found the workflow and content quality far inferior to what they’d received through Crowd Content. Ultimately, the company decided that Crowd Content was still the right solution for FHE.

Seeing Results

According to Chris, FHE’s organic rankings are visibly responding to the influx of articles created and optimized by Crowd Content, and month-over-month growth of organic traffic has been steadily increasing. In fact, the FHE team has been blown away by how much the outsourced content has impacted the company’s organic presence and conversions. With a happy leadership team and a flourishing SEO plan, FHE knows that Crowd Content’s platform was the hands-off solution it needed to compete in the field’s competitive climate.

Case Study: How CraftJack Improved Website Traffic by 70% With Content Services

What is CraftJack / What is your role?

CraftJack is a lead generation company that connects general construction contractors with customers in their area. My name is Jaclyn, and I am the Senior SEO & content marketing manager. 

What challenges and/or obstacles inspired you to seek a content solution? 

Over the years, my role has shifted into something bigger than content writing. I moved from a content specialist into more of a strategy, SEO and project management role on top of content marketing. I have less time for writing than before. We’re growing as a company, and I have big ideas for our content marketing team, but I can’t reach those goals alone. I knew I needed extra hands, but we couldn’t hire an in-house writer or a freelancer.

Summarize the main points of frustration you faced

In addition to writing content, I needed to edit, too, another tedious but important task I was running out of time for. Editing will always fall at the bottom of the list, and that is where mistakes start to slip through. I didn’t know there was a solution that fit all my needs, and I felt stuck. I kept thinking, how do I get everything done without things falling through the cracks? 

What criteria were you looking for in a solution? 

I needed a solution that was easy to manage, flexible, personalized, and guaranteed high quality. It was critical that the content created was SEO-optimized and error-free. Crowd Content was easy; all I had to do was submit briefs, and the content manager took it from there. I loved that they had subject matter experts and editing services as well. 

Why did you choose Crowd Content?

What makes Crowd Content stand out from a traditional agency is its ability to understand and cater to our needs. They put in the effort to learn our business and goals in a way I had not experienced before. Their managed service with a dedicated content manager is an extension to our team—not a replacement. I also loved how flexible and customizable their process was. If we ever change our content needs, they adapt and pivot without issue, allowing us to scale content creation while maintaining exceptional quality. 

What specific results have you seen from Crowd Content? 

We’ve seen a lot of positive results, especially with our Spanish content. We service many Spanish-speaking contractors, but bridging that gap has been challenging since I don’t speak Spanish. Working with Crowd Content has helped us succeed in this new domain. The Spanish-language content Crowd Content produces performed exceptionally well on our site. Our blog has grown into one of our top drivers of conversions, and we’ve seen a 70% increase in organic traffic year-over-year.

Would you recommend Crowd Content? 

I’ve recommended Crowd Content to a few people already; in many cases, they don’t know where to start with content marketing. The team is fantastic at supporting the content creation process from start to finish. Crowd Content takes the challenges out of content marketing and content writing so our business can focus on what we need to be successful.

Case Study: How INK Exploded Organic Traffic in One Month

Crowd Content exists to help clients create amazing content that drives results. 

We boast a roster of over 6,000 of the best freelance writers out there and some amazing technology that helps companies source high-quality content at scale.

With that in mind, we’re always looking for ways to help clients get even better content.

Several months ago, the folks at INK approached us to develop a partnership where our writers could leverage INK’s content optimization tool to create content that would rank better in Google. 

While they already had data showing that content optimized with their tool is more likely to rank well in Google, both companies wanted to show that INK is a tool that can drive SEO results at scale. Together, we designed an experiment where our writers crafted 64 optimized articles for INK’s blog in just over a month to measure the SEO results the tool and our writers could drive.

The results were impressive. INK’s blog saw over 1,700% growth in organic traffic in just a month, and they started ranking for over 10,000 keywords in Google’s US index.

Our entire process and results is documented in this case study. We know you’ll find it helpful. Be sure to reach out to us or INK if you’d like to chat more about it.

Here’s a quick recap of what’s in the case study.

Background 

INK is an AI-powered content performance optimization editor designed to help create better, more comprehensive content that ranks well in Google. It launched in October 2019 and quickly generated buzz by winning Product of the Month on Product Hunt.

The INK team wanted to start building out their site’s content and establish authority in their space while also showing that their tool drives real SEO results. They decided to create a large quantity of content optimized in INK to help them do this and reached out to us at Crowd Content to help.

SEO 

INK’s team started where most content teams start — SEO.

  1. SEO Audit – their team analyzed their current performance in Ahrefs to establish a baseline for their traffic, keywords and estimated traffic value
  2. Keyword Research + Competitive Analysis – INK identified their top 15 SEO competitors and discovered their top ranking keywords that drove traffic. After identifying the highest value keywords they created a list of 64 topics they needed to create content for
  3. SEO Strategy – INK created briefs for each of the 64 topics and generated intent research using INK 

Once they had this info, they reached out to Crowd Content to create the content.

Content Creation

Using the SEO research that INK generated, we set to work crafting content that would meet all their requirements, including scoring over 91% in the INK editor. 

The process we followed included:

  1. Conducting a pre-project kickoff meeting with INK to formalize requirements and build creative briefs and a style guide
  2. Building a team of expert writers to tackle the project
  3. Training all writers on how to use the INK tool
  4. Getting the content written
  5. Editing all the content 
  6. Doing final quality assurance including ensuring INK scores were above 91%
  7. Delivering the content to INK for publishing

This is standard practice for our Enterprise writing service. For a more detailed look at this, be sure to download the full case study.

Results

INK published these 64 articles in June 2020. They updated us on their SEO results one month later:

Obviously, INK was thrilled to see such quick SEO results and their numbers continue to improve. 

What’s more impressive is that all they did was post the content. No link building, site optimization, or any other SEO tactics were used around this time period. 

Takeaway

This experiment worked. The combination of leveraging INK to optimize content written by top-notch freelance writers delivered amazing short-term results. And, it didn’t significantly strain INK’s internal resources since all writing and optimization was done by Crowd Content’s freelance writers.

Be sure to download the full case study for a more detailed look at how we accomplished this, and reach out to either Crowd Content or INK if you’d like to see if this approach would work for you.

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