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www.castleford.com.au
ADVANCED BUSINESS MANAGER
CASE STUDY: SEARCH, ENGAGEMENT AND LEADS
2
P 03 | Opportunity
P 06 | Solution
P 10 | Results
P 13 | Resources
CONTENTS
www.castleford.com.au
OPPORTUNITY
An introduction to Advanced Business Manager
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ABOUT ADVANCED BUSINESS MANAGER
Advanced Business Manager (ABM) is a specialist provider of tailored accounting and business management software with a
presence in Australia, New Zealand, the United Kingdom and Ireland.
Leading with its core accounting system, ABM seeks to provide full-service accounting software solutions for its clients. It then
offers additional modules to serve a broad range of specific requirements, from CRM and e-commerce through to business
improvement and asset management.
With more than 20 years experience, ABM has developed in-depth knowledge and expertise both in the development of its
software products and in the understanding of the pressures and priorities faced by its clients.
Driven by its Managing Director, Chris Heysen, ABM’s focus is combining the firm’s technology with its consultancy expertise. But
as a dynamic, technically-focussed business, ABM has limited in-house marketing resource.
ABM had a great opportunity to use content marketing to raise the company’s profile and get more of the right users on to the
key pages of its website, particularly from organic search.
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GOALS
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12 3CONTACT
FORM
DEMOREQUEST
BUYERS’GUIDE
ABM provides extensive information on its website about its products, how they work and what benefits they offer. The primary
goal for the site is to generate inbound inquiries in the form of demo requests or completed contact forms. ABM also offers a
downloadable buyer’s guide, which is an excellent tool for generating leads higher up the sales funnel and for adding to the mailing
list.
SOLUTION
Content marketing for Advanced Business Manager
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STRATEGISE, CREATE, AMPLIFY
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Since our relationship with Chris and his team first started ABM has benefited from the range of content marketing products we can
offer. Our dedicated Content Strategist has acted as the point person during the initial kick-off process and technical set-up through
to the creation, implementation and management of ABM’s rolling content marketing plan.
ABM’s Content Strategist has also provided tailored performance reports and guided our in-house editorial team in the creation of a
regular stream of consistent, high-quality blog posts for the site’s News section. As a result, we’ve been able to help ABM achieve
significant growth in organic search traffic, visits to key landing pages and inbound leads.
The News section is now a valuable resource for ABM’s existing and prospective clients, providing insights, answering questions and
offering value without necessarily pushing particular products. This helps ABM to build and nurture relationships over time.
API INTEGRATION
STRATEGIST SUPPORT
STANDARD EDITORIAL
PREMIUM EDITORIAL
BLOG CREATION & STRATEGIST SUPPORT
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At the beginning of our relationship with ABM we installed our content API so that we could seamlessly
publish new content in the News section of the ABM website. Our content API can handle text, inline images,
video, embedded social media posts and internal links. It also includes metadata for the articles to help
search engines find and index them.
A dedicated Content Strategist helped ABM through the initial kick-off process and API integration. Once the
production started, our Content Strategist acted as a single point of contact, relaying feedback from ABM to
our writing teams to tighten and develop the editorial brief. Then alongside regular performance reports, our
Content Strategist has been able to pitch new ideas to ensure that we build on our success and never let the
strategy go stale.
API INTEGRATION
STRATEGIST SUPPORT
PREMIUM EDITORIAL & DOWNLOADABLE EBOOKS
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Since we first started working with ABM, our in-house writing teams have created more than 250 blog posts
for the website’s News section. This section has some of the site’s best engagement stats and has driven a
significant improvement in organic search traffic.
Our Standard Editorial product is great for producing high volumes of new content and can be successful in
mining long-tail keywords. But as search and user expectations continue to evolve, so do our strategies.
Thanks to our flexible unit-pricing, long-standing clients like ABM are able to take advantage of new
products, such as Premium Editorial content that uses our unique Content Mapping process to find and
exploit gaps in search results.
BLOG CREATION
STRATEGIST SUPPORT
STANDARD EDITORIAL
PREMIUM EDITORIAL
RESULTS
Content marketing success for Advanced Business Manager
10www.castleford.com.au
WHAT THE NUMBERS SAID
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TRAFFIC
Increase in organic search traffic in the
first 6 months working with us compared to the
previous 6 months
129%
ENGAGEMENT
Average time on page in the News section compared to the site average since our content
first went live
x2
LANDING PAGES
Increase in pageviews on key
landing page during the first 6
months, compared to the previous year
61%
LEADS
Demo requests in the first 12 months compared to 2 in
the previous 12 months
185
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WHAT THE CLIENT SAID
“"I have found Castleford able to give us a very comprehensive service adding very useful and relevant articles to our website and social media accounts without too much involvement from us.
“They always fulfill commitments on time and their staff are very friendly and helpful."
Chris HeysenManaging Director at Advanced Business Manager
RESOURCES
Downloadable whitepapers on topics covered by this Case Study
13www.castleford.com.au
WHITEPAPERS
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This is a selection of Whitepapers based on the topics covered in this Report.
Blogging Whitepaper
Downloadable Content Whitepaper
Google Analytics Whitepaper
Website User Experience Whitepaper
15www.castleford.com.au
We are Castleford: an experienced, creative, full-service content marketing agency working with a broad range of clients in Australia and New Zealand.
Sydney, Australia
333 George Street, Sydney, NSW 2000 +61 2 8973 1908
Auckland, New Zealand
19 Victoria Street WestAuckland, 1010+64 9 951 6469
ABOUT US