The situation
Beacon Hill, a leader in the staffing industry, has partnered with Imarc across various strategic initiatives including a paid media overhaul, an extensive website redesign, a reimagined intranet experience, and a Hubspot installation. Throughout these projects, Imarc has gained a deep understanding of Beacon Hill's business and we offered to use this knowledge to bring a more holistic approach to Beacon Hill's content creation.
We've been partnering with Imarc on content creation, including blogs, white papers, and ebooks, for almost a year now and have been blown away by how efficient and painless they've made the process. With past partners, it always took a frustrating amount of time for a piece to finally be published. There was often a ton of back and forth with lots of rewrites and edits, plus it was hard to know where things stood at any given time.
Since partnering with Imarc on this initiative, we've been amazed at how quickly materials are written, often with very few if any edits needed. They've made the whole process so smooth - from spot-on topic ideation to informative content briefs and guides, to outline, first draft, and finally final draft that they then publish to the site for us - it's all handled in such a consistent and reliable way.
We're very grateful to the Imarc team for diving in and immediately making a positive impact on this process. The end result has been a slew of helpful, timely, and topical resources we're constantly adding to our website and promoting on social.Caitlin Antosz, Senior Marketing Manager & Cristina Ethridge, Director of Marketing and Communications
We began working on content for Beacon Hill in January 2023 and produced our first two pieces for them in February 2023.
In order to ensure Beacon Hill got the most value from their content, we took a comprehensive look at every part of their marketing ecosystem. Two main areas we focused on were digging out keywords that had performed well or had unrecognized potential in paid and organic search and speaking at length with their stakeholders to establish goals for the months ahead.
Since partnering with Beacon Hill on their content, we’ve produced either two blogs or an ebook per month based heavily on keyword research and audience targeting. The process includes generating and getting approvals on a Content Brief, Content Guide, and an outline, before building the final content piece. This results in little re-work and a quality piece each time.
Imarc also maintains Beacon Hill’s website and spearheads their paid media, so together with content we helped the website earn other major results as well.
Pairing paid media with your content marketing efforts is a great way to expand your content's reach in the near term while gaining traction with organic traffic and SEO in the long run.Derek Cummings, Senior Digital Strategist
The future
Based on the big wins we have seen, we’ve begun applying this approach to other marketing elements.
We have started to optimize key pages on their website to inform targeted blog work better, begun helping them tie in Hubspot workflows that are content-forward, and have worked to expand their content’s reach through paid media efforts.
We look to continue the successes we have seen this year into 2024 and continue to find ways that content can support Beacon Hill's broader marketing goals.