Blogs
Thought Leadership
I was asked to work with an SME to leverage his insights on retail trends for some new content. After viewing his presentation, I thought it would make a nice “yearly trends” article we could release the first week of January. That piece performed so well it became an annual thing. This most recent edition garnered over 8,000 views in the first four months and is consistently ranked in Top 5 Google results along with Deloitte and the National Retail Federation. It’s also included in Google AI overviews.
Brand and Sales Enablement
Since sustainability is no longer a differentiator, our brand needed a new way to differentiate itself from competitors. What it has to offer above the competitors is the expertise of our consultants. I had recently met with our packaging consultants to discuss how they do sustainable supply chain optimization. I knew sharing what they do would be a great way to showcase our expertise in helping customers increase sustainability and efficiency and reduce costs, which is top of mind in our current economic climate. I started with this article, which was later used to create a thought leader piece for Forbes Listmaker. Quote from an account lead: “This is exactly the kind of stuff our Comms team needs to put out.”
Brand & Sales Enablement
A recent brand study revealed that our brand’s association with “sustainability” had slipped since our last study, most likely due to the onslaught of “green” messaging in the last few years. As a response, I thought some thought leader pieces around sustainability may help. While forming this piece, I also received requests from account leads to help counter the sustainability messaging of our competitors. I was able to provide them a draft of this piece as sales support so they could answer their prospects’ questions and close those sales. This article was picked up by two industry publications, including Sustainability Magazine, helping to showcase our strength in sustainability.
Case Study
Worked with Marketing and the account lead to gain customer confidence and get the green light to feature them in a story. This customer’s story featured the implementation of automated machinery and significant plastic elimination, the two aspects of the business customers ask about the most. This blog consistently shows in the first few Google results when searching “replace plastic rings for cans” (now #1). Average time-spent-on-page is at least two minutes.
Blog for SEO and GEO
When customers come to us, they’re usually asking about one of three things. Plastic replacement is one of the big three. Understanding that, I set out to create some blogs on plastic replacement for various verticals. This became the pillar blog, a more general piece featuring many alternatives to plastic packaging. It’s one of our highest performing blogs and consistently ranks #1 for keywords “plastic packaging alternatives.” It also takes the top spot in the Google AI overview.