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    How market research fuels content creation at (20)

    In this case study, find out how our content marketing team worked with Resound - a leading two-way radio provider - to create high-quality content that drove website traffic and engagement.

    Resound – the background

    Founded in 1991, Resound is a leading specialist in critical communication and safety solutions, including two-way radios, video surveillance and cellular enhancement. It also provides two-way radio repair services and bespoke radio systems.

    As a recognised Motorola Solutions, Hytera, Entel & WCCTV Channel Partner, Resound has an incredible portfolio of innovative communication and safety products and knows just how to get the most out of them.


    The challenge

    Prior to engaging with The B2B Marketing Lab (B2BML), Resound had very little content on its website for visitors to engage with. Sure, there were product documents and briefs, but for interested parties there was little to educate them on the benefits of two-way radios and other communication solutions.  

    Furthermore, Resound had no dedicated content creators. So while its engineers and salespeople knew the services and products (critical communication and safety solutions) inside out, they had no time to take on the job of content creation.

    Realising it needed a concerted content marketing effort to raise awareness, drive website traffic, improve search engine optimisation and generate leads, Resound got in touch with B2BML and asked for content marketing support.  


    Developing a blogging programme

    The initial programme consisted of six blogs and concluded at the end of 2018.

    Resound, having limited knowledge of content strategy at the time, asked B2BML for both expert advice and support in relation to content.

    The B2BML team brainstormed topics and themes related to digital two-way radios, covering everything from health and safety and productivity to accessories and functionalities.

    Having brainstormed the key topics, the B2BML team conducted keyword research to identify relevant keyword opportunities and optimised the content using those terms.

    This activity enabled Resound to get its content marketing programme up and running, with B2BML operating as the content arm of the business.


    Developing a pillar page strategy

    Following the end of the initial content programme, B2BML and Resound kept in touch. Then a short while later – after watching one of B2BML’s webinars on pillar pages – Resound re-engaged B2BML to develop and execute a pillar page content strategy.

    To determine specific requirements, the B2BML content team had an in-depth discussion with Resound – this enabled the B2BML team to work out what keywords Resound wanted to rank for and how the pillar page content would need to be positioned.

    Then, B2BML’s content team did some research into key terms that Resound was ranking for but not on the first page of Google.

    The idea was simple: to create a pillar page around the term “digital two-way radios” and write cluster content targeting the terms Resound’s prospects were using to search for digital two-way radio solutions. Once the pillar page was created, the B2BML team sent it to Resound for review.  


    Preparing for pillar pages and topic clusters

    The B2BML content team is actively involved in the creation of content for Resound’s pillar page and has written 12 blogs to support it.

    In addition, the content team is providing advice on pillar page structure and placement, internal linking to increase traffic to existing content and helping to optimise the pillar page itself.

    The results

    As a direct result of the blogging programme..

    • Resound’s organic traffic increased by 50%

    • Website visits went up by a third (33%)

    • And website traffic rose month-on-month


    Want to find out how content can help you to increase website traffic and generate leads? Download our free eBook below.
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