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

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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

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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

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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

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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