Content Writing > Portfolio
Content Marketing, SEO and Copywriting Portfolio Examples
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It ain't bragging, it's just a portfolio. More importantly, it's proof that websites with good, relevant content that answer queries in the search engines help a website rank. El Blasto Content Marketing employs absolutely zero spam tactics - no black hat online marketers, here. Just solid content strategies based on keyword research, online search habits and SEO best practices.
Check out the sample sites below to see what type of content we wrote for them, why we did it and how we got them to rank organically in Google and Bing. |
Jump to content marketing examples:
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SEO Content Marketing Example: SportyShades.com
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SportyShades.com showed up on the scene about 4 years ago and they were entering a very competitive marketplace. On top of that, SportyShades isn't a local mom and pop shop - it's a national brand. The problem was that no one had heard of them. Everyone knew of every other window treatment reseller on the planet, but SportyShades had a super-cool niche: printing officially-licensed Major League Baseball (MLB) logos on window shades. But how do you show up in an ultra-competitive online marketplace and get your site to rank organically?
First, we had to do some competitive research to see who was doing what and how they were ranking. As it turned out, the big-shots in the industry were trying to sell all kinds of window shades, blinds, solar screens, shutters, etc. They all had the same license to sell the official MLB shades, too (they even all got them from the same manufacturer!), but they were all trying to sell everything to everyone. That was it! We took the opportunity to help SportyShades concentrate on just one thing: selling window shades with pro sports team logos on them. Nothing else!
We helped them structure their site navigation, their internal links, and we wrote a bunch of content relevant to each team on the site, as well as how the fans of those teams would be the coolest dudes on the block with their favorite team's logo on a window shade in their man cave, game room or wherever they could put one up in the house.
Also, while writing their content, we did a lot of keyword research. In doing so, we found that most people searched for "blinds", not "window shades". As it turns out, "blinds" became an acceptable synonym to the search engines, more or less: Google and Bing understand that, since we use both terms on the site, and so did all of our competitors, that when a user searches for "blinds", he or she may very well be searching for a window shade or virtually anything that covers a window.
First, we had to do some competitive research to see who was doing what and how they were ranking. As it turned out, the big-shots in the industry were trying to sell all kinds of window shades, blinds, solar screens, shutters, etc. They all had the same license to sell the official MLB shades, too (they even all got them from the same manufacturer!), but they were all trying to sell everything to everyone. That was it! We took the opportunity to help SportyShades concentrate on just one thing: selling window shades with pro sports team logos on them. Nothing else!
We helped them structure their site navigation, their internal links, and we wrote a bunch of content relevant to each team on the site, as well as how the fans of those teams would be the coolest dudes on the block with their favorite team's logo on a window shade in their man cave, game room or wherever they could put one up in the house.
Also, while writing their content, we did a lot of keyword research. In doing so, we found that most people searched for "blinds", not "window shades". As it turns out, "blinds" became an acceptable synonym to the search engines, more or less: Google and Bing understand that, since we use both terms on the site, and so did all of our competitors, that when a user searches for "blinds", he or she may very well be searching for a window shade or virtually anything that covers a window.
The Results of our Content Marketing Efforts for SportyShades.com:
If you go to Google and search for pretty much any baseball team and "window blinds" or "window shades" (i.e.: "yankees window shades"), you'll find SportyShades.com at or near the top of the search results. This has led to more traffic, qualified traffic, more online conversions and more revenue for SportyShades, all without buying a single ad, online or otherwise. Organic traffic from quality content. Who knew?!
SEO Content Marketing Example: Local Sauté Independent Restaurant Guide
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Local Sauté is a site dedicated to helping independent restaurants - no chain restaurants or fast food joints are allowed in their directory. They want local foodies in their area to go to the best, local restaurants - expensive, cheap, fancy, holes-in-the-wall and everything in between - and publicize all their favorite foodie spots. I mean, who doesn't love a great burrito the size of a baby for $7, and who doesn't love the best sushi in town... or the best pizza... or the best place to find great beers on tap... or, God forbid, an independent coffee shop! Anyway, Local Sauté wanted to get the word out that they serve independent restaurants, only, so when someone goes to one of the big-name restaurant directories and gets frustrated with the endless listings of fast food slop, they know they can go straight to Local Sauté for the best, independent restaurants in town. They're still starting things off and are getting ready to develop an app, but their first sample markets are in Ventura County, CA and Santa Barbara County, CA. If you search in Google for just about any of the cities they serve, + "independent restaurants," they come up at or near the top for all of them in Google and Bing... even "Malibu independent restaurants." Talk about a competitive space!
Finding and Capitalizing on a Content Marketing Opportunity
After working with Local Saute for a while and looking at the traffic coming to their site, we noticed that there was a significant amount of internet traffic aimed at the question, "What is an independent restaurant?" People were literally typing that into Google to find out what the buzz was all about. What we did was create a page on their site that answers that very question. After a short amount of time, both Google and Bing recognized localsaute.org as the primary, trusted source for that exact search query. See the actual search engine results pages (SERPs), below that show both Google and Bing using the exact content that we wrote to actually define for the world what an independent restaurant is:
This is the content page we created on localsaute.org to define what an Independent Restaurant is.
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The search query, "What is an independent restaurant" in Google returns our content page as the single, defining source.
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The same search query in Bing returns the same result: our content page is the single-most authoritative web page on the internet for that query.
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There are no secrets, here. There were no purchased links. Nothing was manipulated to get these results: just a web page written to specifically answer a legitimate search query that both Google and Bing needed an answer for. In other words, just content marketing the way it's meant to be.
SEO Content Marketing Example: Fireplant Guitars
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First off, electric guitars are just inherently cool, but Fireplant Guitars are extra cool because they have their own, custom shapes and features, they're geared for real, gigging musicians, and they tout that they have affordable custom electric guitars. They'll customize the colors for you, the shape of the guitar, and they'll even put your company logo or even your actual signature on the headstock of the guitar - all for under $1,000. Seriously, what's not to like, here?
On top of all the cool things that Fireplant does, they also really want to build their brand by infiltrating the underground music scene by helping struggling guitarists get discounted gear on their endorsement program. Their view is that it's better to have thousands of guitarists playing these guitarists at local clubs and venues than it is to have 1 huge name player playing it at a giant arena.
Now, hopefully what we're about to tell you will become an ongoing pattern that you'll recognize throughout our site: our primary strategy for Fireplant Guitars was to write quality content on their site about what they want the world to know. We wrote a lot of content (but not too much content) about how their custom guitars are affordable, and we wrote a lot of quality, relevant content (again - not too much) about their endorsement deal - how it works, why they do it, their mission to help guitarists get kickass, affordable gear - that kind of thing.
On top of all the cool things that Fireplant does, they also really want to build their brand by infiltrating the underground music scene by helping struggling guitarists get discounted gear on their endorsement program. Their view is that it's better to have thousands of guitarists playing these guitarists at local clubs and venues than it is to have 1 huge name player playing it at a giant arena.
Now, hopefully what we're about to tell you will become an ongoing pattern that you'll recognize throughout our site: our primary strategy for Fireplant Guitars was to write quality content on their site about what they want the world to know. We wrote a lot of content (but not too much content) about how their custom guitars are affordable, and we wrote a lot of quality, relevant content (again - not too much) about their endorsement deal - how it works, why they do it, their mission to help guitarists get kickass, affordable gear - that kind of thing.
More Positive SEO Results from Writing Better Content:
If you search in Google for "affordable custom electric guitars", you'll find fireplantguitars.com at or near the top of the search results. Hell, you can even search for "cheap custom electric guitars" (which they're okay with since we explained to them that Google sees "cheap" and "affordable" as synonyms in most cases) and you'll see them right at or near the top, again.
If you search in Google for "Electric Guitar Endorsements" you'll see Fireplant right up there at or near the top, again.
Fireplant Guitars pays for no PPC campaigns in Google AdWords, they pay for no publicity online (or elsewhere), and they have never had to spam their way to the top of the search engines. They rely strictly on the quality, relevant content on their site to drive traffic, leads and revenue.
If you search in Google for "Electric Guitar Endorsements" you'll see Fireplant right up there at or near the top, again.
Fireplant Guitars pays for no PPC campaigns in Google AdWords, they pay for no publicity online (or elsewhere), and they have never had to spam their way to the top of the search engines. They rely strictly on the quality, relevant content on their site to drive traffic, leads and revenue.
SEO Content Marketing Example: Castle Window Covers
Castle Window Covers' simple but effective home page with quality content.
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Turns out people in San Francisco wanted to know how to soundproof their windows...
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so we wrote content about soundproof windows for people in San Francisco!
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At first, we weren't sure what to do with this project. I mean, storm windows in California? As it turns out, these acrylic window covers are virtually soundproof, they block 97% of UV rays, they get rid of condensation on your windows, and best of all they actually insulate heat and cold from your windows. If you want it cool inside when it's hot, they work; if you want it warm inside when it's cold outside, they work then, too. Freaking amazing. Still, though, it's California. People don't get it right away. But...
Turns out Castle Window Covers is located close to San Francisco, and San Francisco is noisy all day and night, everywhere you go. The guys at Castle Window Covers wanted to sell their soundproof windows to people in San Francisco... so guess what we did? We wrote content about why you might want to soundproof your windows in San Francisco. Brilliant! Who knew?!
Once Google and Bing caught wind in their index about Castle Window Covers' new, relevant content on their site about soundproofing your windows in San Francisco, they started climbing up the ranks. If you search for "soundproof windows San Francisco" you'll see Castle Window Covers at or near the top in Google and Bing. No links were bought, no tricks of the trade were employed - just solid content that matters to what they wanted to let people know... and now people in San Francisco can sleep at night with their soundproof windows.
Turns out Castle Window Covers is located close to San Francisco, and San Francisco is noisy all day and night, everywhere you go. The guys at Castle Window Covers wanted to sell their soundproof windows to people in San Francisco... so guess what we did? We wrote content about why you might want to soundproof your windows in San Francisco. Brilliant! Who knew?!
Once Google and Bing caught wind in their index about Castle Window Covers' new, relevant content on their site about soundproofing your windows in San Francisco, they started climbing up the ranks. If you search for "soundproof windows San Francisco" you'll see Castle Window Covers at or near the top in Google and Bing. No links were bought, no tricks of the trade were employed - just solid content that matters to what they wanted to let people know... and now people in San Francisco can sleep at night with their soundproof windows.