alder ip - content.castleford.com.au · like any successful law firm. alder ip has repeat clients...
TRANSCRIPT
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ALDER IPCASE STUDY: SMALL BUSINESS CONTENT MARKETING
2
P 03 | Opportunity
P 06 | Solution
P 10 | Results
P 13 | Resources
CONTENTS
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ABOUT ALDER IP
Alder IP is a boutique law firm of intellectual property (IP) and trademark attorneys based in Sydney.
They pride themselves on their no-nonsense approach, offering individuals and organisations a fixed quote price on each stage
of the IP commercialisation process.
As specialists in their field, the Alder IP team is able to bring a wealth of experience and expertise to each case.
The firm is headed up by Anthony Alder, who is also a board member of the Australian Professional Standards Board for
Trademark and Patent Attorneys.
Like any successful law firm. Alder IP has repeat clients and wins business through word of mouth, but they also wanted to drive
leads through their website.
With no in-house marketing resource, they lacked the time and capacity to produce regular content and the strategy to use it to
find potential clients.
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GOALS
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12 3ASSET
DOWNLOAD
FREECONSULTATION
EMAILSUBSCRIPTION
Alder IP uses its website to demonstrate its expertise to clients and potential clients. It features bios of Anthony and his team,
testimonials from clients and landing pages answering some of the common questions about IP and trademark law. Our priority
since we started working with Alder IP has been to help them generate more leads, primarily through their free consultation and
through gated downloads.
SOLUTION
Small business content marketing for Alder IP
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STRATEGISE, CREATE, AMPLIFY
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Alder IP is a 4-person law firm with a limited marketing budget, so since we first started working together they’ve been on one of
our subscriptions specifically designed for small businesses.
While small businesses are on smaller deals, they still benefit from the flexibility of our transferable unit pricing and they get access
to the same specialist Strategy, Creation and Amplify teams.
Alder IP has benefited from our ability to produce regular, on-brief editorial content, primarily for their blog. We also set up some
downloadable assets behind lead forms to help capture names, email addresses and other useful information from more of their
website visitors.
STANDARD EDITORIAL
GRAPHIC DESIGN
STRATEGIST SUPPORT
LEAD FORMS
STANDARD EDITORIAL & GRAPHIC DESIGN
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Alder IP is a small firm with a limited marketing budget. As such our Strategy Team started by focussing on
populating the blog with regular updates using our Standard Editorial product. Standard Editorial is
intended for simpler, higher volume editorial strategies. Using a combination of newsjacking and evergreen
content we were able to quickly start growing the Alder IP blog, expanding the site’s organic search
footprint.
Getting more people on to the site and giving them something fresh and engaging to read won’t pay the
bills. So, our Strategy Team enlisted our Graphic Designers to create some customised calls-to-action (CTAs)
for the site to promote Alder IP’s downloadable content. Our flexible unit pricing model meant that we could
do this design work without Alder IP incurring any additional costs.
STANDARD EDITORIAL
GRAPHIC DESIGN
LEAD FORMS & STRATEGIST SUPPORT
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Once we had some compelling and professionally-designed CTAs we wanted to put the downloads behind a
lead form. Alder IP was offering useful and helpful information with its downloads, but missing an
opportunity to turn them into leads. More than two years later, these downloads continue to provide Alder IP
with regular new business leads.
Like a lot of our small business clients, Alder IP had no specific marketing resource in house. This made the
support our dedicated Content Strategist has been able to provide especially useful. Alder IP’s Content
Strategist has run point on their digital strategy, helping them drive more organic search to the site and use
gated downloads to generate leads. They have also handled the liaison with our creative teams and
produced regular performance reports.
LEAD FORMS
STRATEGIST SUPPORT
WHAT THE NUMBERS SAID
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BLOG
Year-on-year increase in
pageviews on the blog in the first 12 months working with Castleford
418%
TRAFFIC
Increase in traffic from organic search
over the same period.
79%
LANDING PAGES
Increase in pageviews on target landing pages over the
same period
74%
LEADS
Conversion rate on leads from gated downloads once
emails have been verified
90%
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WHAT THE CLIENT SAID
“Castleford is a great organisation. They have worked cooperatively on several marketing projects for Alder IP and these campaigns have been successful for our business. Castleford assisted in the development of marketing strategy and helped with the successful implementation of this project. “Key things that we appreciate with their service is the high level of continuous review and improvement of the marketing process. Additionally, Castleford have been able to deliver the marketing goals within a budget. “I thoroughly recommend using Castleford’s services to promote your business.”
Anthony AlderPrincipal at Alder IP
RESOURCES
Downloadable whitepapers on topics covered by this Case Study
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WHITEPAPERS
This is a selection of Whitepapers based on the topics covered in this Case Study.
Blogging Whitepaper
Downloadable Content Whitepaper
Email Marketing Whitepaper
Landing Pages Whitepaper
Infographic Marketing Whitepaper
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15www.castleford.com.au
We are Castleford: an experienced, creative, full-service content marketing agency working with a broad range of clients in Australia, New Zealand and Singapore.
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