The team at Crucial Australia came to Four Dots to strengthen their content marketing strategy, improve their backlink portfolio and grow industry authority. As an already established web hosting service in Australia, Crucial had a favourable reputation for the quality of their services — the problem was not the product.
The task was to develop a content strategy that would further position Crucial as a credible Australian service provider genuinely involved in the community, and to build a link profile that reflected the standing the business already had offline.
We approached the case of Crucial Hosting with the greatest attention to detail. Comprehensive industry research and competitor analysis came first, and from it we identified the online resources and content forms that Crucial's target audience actually engages with. That targeted approach had a second benefit: it made results far more precise to measure.
Diversify the content offering. The main objective was to move beyond a single format and produce pieces in a variety of forms — the kind of work that earns links because it is worth citing, not because it was asked for.
Manual outreach. That content was then placed through manual outreach, generating natural and authoritative inbound links rather than the volume-first links that age badly.
SEO consulting alongside it. The link building and content marketing ran inside an ongoing SEO consulting engagement, so the authority being earned was pointed at the pages that mattered commercially.
Four Dots helped Crucial Hosting develop and implement a content marketing strategy that increased both the number and the quality of their inbound links. Manual outreach backlinks doubled the link profile in the first quarter of the year.
The strategy started showing measurable results after that first quarter of implementation, and the collaboration between Four Dots and Crucial continued in a similar direction from December 2013 through to December 2015.
