Client Overview
Shape is an innovative all-in-one CRM solution platform, integrating advanced sales, marketing, and AI features. In September 2023, Shape partnered with our agency to revolutionize their content marketing strategy and establish dominance in specific niche markets.
The Challenge
When Shape approached us, they were facing a critical juncture in their growth. Despite having a powerful product with unique features, they struggled to gain traction with their content in the crowded CRM market. The Shape blog, in particular, was in need of a refresh. In a market dominated by giants like Salesforce and Hubspot, Shape needed a strategy that would not just increase visibility, but position them as the go-to solution for specific industries.
Strategy
We began by conducting a thorough analysis of Shape's existing content and its performance. It was clear that an overhaul was necessary, starting with the blog itself. We collaborated closely with Shape's development team to redesign their blog, optimizing it specifically for in-depth buying guides. This redesign was crucial in giving Shape's content the best possible chance of ranking high in search engine results pages (SERPs).With the new blog structure in place, we implemented a multi-faceted content strategy:
1. Niche Targeting and Positioning
We identified key niches where Shape's unique features could truly shine: Mortgage, Insurance, and Education to name a few. Our goal was ambitious - to position Shape not just as a competitor, but as the number one player in these specific markets.For each niche, we crafted content that highlighted Shape's industry-specific features. For instance:
- In the Mortgage sector, we showcased Shape's built-in mortgage Point of Sale (POS) feature and its integrations with industry-specific tools. Our content demonstrated how these features streamlined the entire mortgage process, from lead capture to closing.
- For the Insurance industry, we emphasized Shape's advanced policy management features and its ability to handle complex, multi-policy customer relationships.
- In the Education sector, we focused on Shape's student engagement tools and its capacity to manage the entire student lifecycle, from prospect to alumni.
2. Comprehensive, Industry Specific Buying Guides
We created a series of in-depth buying guides tailored to each niche. These weren't just product comparisons; they were comprehensive resources that positioned Shape as the industry expert. Each guide was meticulously crafted to address specific pain points, regulatory challenges, and growth opportunities within the industry. We ensured that Shape's unique features were contextualized, showing not just what they were, but why they were game-changers for each sector.
3. Complementary Video Strategy
To amplify our written content, we launched a targeted YouTube series. These videos went beyond simple product demonstrations, offering comprehensive analyses of industry-specific CRM needs and positioning Shape as the premier solution. Our flagship video, "Top 3 Best Mortgage CRMs For Loan Officers In 2024," quickly captured the attention of mortgage professionals.To create content optimized for the YouTube algorithm, we mobilized our dedicated team of script writers, editors, and video presenters. This collaborative effort ensured our videos were not only informative but also engaging and discoverable on the platform.
Our strategy leveraged the synergy between YouTube videos and written content, a tactic we knew from experience could significantly boost SEO performance. This approach not only helped our videos rank in search results but also enhanced the visibility of our associated blog posts. By creating content that addressed specific pain points and showcased Shape's unique features, we were able to attract and engage our target audience more effectively.
4. Strategic Link Building
We implemented an aggressive yet strategic link-building campaign, targeting 10 new high-quality referring domains each month. This wasn't just about quantity; we focused on acquiring links from authoritative industry publications, and related SaaS, further cementing Shape's position as a leader in each niche.
5. Continuous Optimization
Throughout the campaign, we maintained close collaboration with Shape's team. We regularly analyzed performance data, gathered feedback from their sales team, and iteratively refined our content to ensure it not only drove traffic but also attracted highly qualified leads.
Results
The impact of our strategy was transformative:
- A 194% increase in organic traffic to Shape's website
- Expansion of Shape's backlink profile to include more than 200 referring domains
- Dominance in SERPs for key industry-specific terms, with multiple #1 rankings in Google search results for highly competitive keywords
Key Takeaways
The success of our campaign with Shape underscores several crucial lessons:
- Niche Domination: In a crowded market, becoming the leader in specific niches can be more effective than trying to compete broadly.
- Feature Contextualization: Highlighting how specific features solve industry-specific problems is more powerful than generic feature lists.
- Content Foundation: A well-designed, SEO-optimized blog is crucial for the success of any content marketing strategy.
- Multi-Format Content: Combining in-depth written guides with engaging video content caters to different user preferences and enhances overall reach.
- Continuous Collaboration: Close partnership between marketing and product teams ensures that content accurately reflects and promotes the product's evolving capabilities.
This case study demonstrates how a targeted, niche-focused content marketing strategy can transform a company's market position. By thoroughly redesigning their approach to content, focusing on industry-specific strengths, and consistently delivering high-value information, Shape was able to emerge as a leader in key CRM niches, challenging even well-established industry giants.
