B2B Content Marketing Case Study | MSA

Overview

A Los Angeles-based talent agency representing a below-the-line creative discipline not always credited on IMDB needed a reliable way for talent buyers to find their clients by searching the names of shows.

Through competitive research, Schwartzman & Associates discovered the key search terms used by B2B talent buyers to shortlist choreographers for their projects. Armed with this bottom-funnel B2B keyword insight, we scoped and oversaw the design, build, and migration to a new website.

Next, we restructured the site's h-tag hierarchy to outperform in SEO, and search engine optimized client portfolio pages (PLPs) and client roster lists (collections).

In addition to the new client portfolio pages, central to the strategy was a new blog with original articles about their clients' accomplishments.

Situation

Vincent Paterson created the steps for Michael Jackson's seminal music video Smooth Criminal, arguably the king of pop's best dance video.

Unlike other below-the-line entertainment trades, producers are not contractually required to credit choreographers. As a result, IMDB has inaccurate credits.

As a result, announcers on the TV program Dancing with the Stars mistakenly attributed the wrong choreographer.

Approach

To fill the vacuum with an accurate database of choreography credits, Schwartzman & Associates embarked on a full lifecycle marketing campaign that started with redesigning and migrating the client's website to a brand new set of custom page templates.

We created a B2B content marketing strategy to help the client dominate search rankings in their niche.

This B2B marketing program involved gathering the business requirements for a new website, drafting the scope of work, soliciting from web design and development agencies, and overseeing developer operations.

Schwartzman & Associates successfully migrated the client to a new website with architecture that attracts organic traffic and generates leads from talent buyers through a creative B2B content marketing strategy that cross-links B2B keyword-specific blog articles with client portfolios (PDPs) and categorical directories (PLPs).

Results

The new website minimizes the potential for misattributing creative choreography achievements but also helps buyers discover the agency's client roster when they search for information about "who choreographed" certain shows.

Searches for the choreographer responsible for a specific show title can be easily found through organic search. In many cases, those searches lead buyers to the client, even if they don't represent the talent from that show.

The client ranks number one for the most competitive, buyer-oriented B2B keywords in their category.

Target Audience Focus

Central to the B2B content marketing strategy was a new blog called Who Choreographed. The single post page design carries a sidebar that links to niche specific client lists, which returns agency clients tagged with those attributes.

Not only does the list get indexed by Google on pages with a high topical relevancy, these links also transfer organic traffic from the editorial content on the blog, to client roster lists organized by the different styles of dance that talent buyers search for.

B2B Content Marketing Case Study - Marketing Strategy

B2B Content Marketing Case Study - Website Project Management

B2B content marketing website project issue management and resolution report.

B2B content marketing website lead generation and sales prospecting workflow design.

B2B content marketing website migration specification.

B2B content marketing SEO website design specification.

B2B Content Marketing SEO Results

The name of the blog "Who Choroegrapher" is contained in searches by talent buyers looking for choreographers of specific shows. Original editorial articles on the focus on client achievements. The sidebar of links on the right cross associates clients rosters topically for expanded relevance and authority.