Better Place Forests

Project Brief

Better Place Forests offers sustainable memorial forests as an alternative to traditional cemeteries. They sought Scratch Digital's expertise to develop and execute a content marketing strategy aimed at kick starting organic growth. Better Place Forests needed a strategic partner to lead their organic search and content marketing efforts, focusing on enhancing visibility, traffic, and lead generation.

Challenges

This engagement presented several challenges:

• Cultivating cross-organizational alignment: Aligning content pillars and strategic direction across various departments and stakeholders.
• Complex project management: Coordinating efforts among contractors and internal teams to ensure smooth project execution.
• Establishing new KPIs and reporting mechanisms: Developing comprehensive KPIs and setting up reporting through Google Tag Manager (GTM) and Google Analytics (GA) to measure and analyze the impact effectively.

What Was Done

Scratch Digital implemented a multifaceted strategy to address these challenges and tackle ambitious goals:

• Extensive Keyword & Competitive Research: Conducted thorough research to create eight content pillars targeting specific customer personas and different stages of the sales funnel.
• SEO Site Audit and Ongoing Support: Performed a detailed SEO audit of the Better Place Forests website and provided continuous support to enhance and sustain growth.
• Design and Development: Created wireframes and developed new Webflow templates for a content hub, blog articles, and a larger site redesign.
• Content Creation: Published ~15 articles per month, each averaging 1,000 words, focusing on the identified content pillars.
• Technical SEO Support: Provided technical SEO assistance for the primary website and a new eCommerce site.

Impact & Results

The 16-month collaboration between Better Place Forests and Scratch Digital resulted in growth far past expectations and stretch goals:

• Significant Increase in Organic Traffic: Monthly organic traffic soared from 11,000 to over 215,000 visitors (+1,855%).
• Substantial Growth in Ranking Keywords: The number of ranking keywords expanded dramatically from 2,300 to more than 33,000 (+1,335%).

These results highlight the effectiveness of Scratch Digital's strategic approach to content marketing and SEO, demonstrating their capability to drive substantial growth and enhance online visibility. Better Place Forests continues to benefit from the strong foundation laid by this successful partnership.