Increasing organic traffic by 25% with accessible, researched content for expert-level readers
INDUSTRY: advertising, life sciences
ROLE: content writer
Metric Marketing brought me on to be a voice of marketing expertise to their clients in the biotech and legal industries. Here are a few of the key projects I worked on for them over the course of a year.
WEBSITE
TO ATTRACT NEW LEADS IN BIOTECHNOLOGY AND LIFE SCIENCES
In early 2023, Metric wanted to build out a site to grow their visibility to prospective clients in the biotechnology and life sciences industries, and I was tasked with writing landing page copy for the entire site. I researched competitors and used a TOV that incorporated some technical language for the biotech customer, while also maintaining Metric’s character of approachability and warmth.
Within the first four months, the site’s organic traffic was 25% over the benchmark.
CASE STUDIES
Case study on Akadeum Life Sciences
I wrote a case study showing how Metric’s work with Akadeum Life Sciences produced lasting results over a seven-year relationship. I highlighted Metric’s step-by-step process, including creating a brand guide, building a new website, creating a monthly newsletter, implementing a CRM, running paid search campaigns, and optimizing Akadeum’s content for search. The case study highlights the impressive results Akadeum experienced as a result of these specific efforts: from 2019 to 2020, sales increased by 27%—and nearly doubled by 2021.
Case study on Scott D. Pollock & Associates
I wrote a case study highlighting how Metric’s work using deeply researched content and an SEM strategy increased the number of qualified leads coming through Scott D. Pollock’s practice. I highlighted how, eventually, Metric optimized its SEO so thoroughly that this law firm actually decreased its paid advertising budget. Metric’s expertise made it easier for people looking for immigration legal help to find them—the story of SEO meeting a very urgent need.
MONTHLY RESEARCHED BLOGS
I also contributed marketing-focused pieces to the Metric blog every month, including: