Case Studies

Exploring successful Digital marketing strategies and their impact on Businesses through real-life Case studies.

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Case Studies

Chemtech International
SaaS Company
Contract Logix
Oberer Homes
Nutanix
Televerde

Case Study - Chemtech International

Impressions: 396,805

CTR: 6.21%

Engaged Visits: 682

Chemtech International, a leading provider of environmental and industrial equipment, has been dedicated to offering innovative solutions for industries worldwide. Known for their high-quality products, including compressed gas valves, chlorine valves, and wastewater treatment solutions, Chemtech’s commitment to excellence has made them a trusted name in the industry.

Before partnering with Marketing Insider Group, Chemtech had already invested in a blog strategy. However, due to the highly specialized nature of their products, the content wasn’t hitting the mark. The writing quality didn’t fully capture the technical nuances, and the company wasn’t seeing the results they needed to grow their online presence. They turned to MIG for a fresh approach, hoping to turn their content into a real driver of visibility and leads.

The Challenges

Despite their strong reputation, Chemtech International faced challenges in increasing their online visibility and attracting new leads. With niche products and a specialized target audience, Chemtech needed a content strategy that would not only boost their search engine rankings but also effectively communicate the value of their offerings. They turned to Marketing Insider Group for a content-driven solution. Their goals:

  • Enhance Content Quality: Improve the writing quality to accurately reflect the technical complexity of their niche products, making the content more engaging and informative for their target audience.
  • Boost Online Visibility: Increase search engine rankings and overall online visibility to drive more organic traffic to their website.
  • Generate Qualified Leads: Leverage content to attract and convert more qualified leads, particularly through improved form submissions and inquiries for their specialized solutions.

The Approach

MIG partnered with Chemtech International in January 2024 to develop a targeted strategy aimed at improving content quality, boosting online visibility, and generating more qualified leads. The approach included the following key actions:

  • Content Strategy Implementation: MIG published two articles per month, focusing on showcasing Chemtech’s expertise and providing valuable, industry-specific information to their target audience via high quality content.
  • Keyword Optimization: Each article was optimized for relevant keywords, identified through thorough research, to enhance search engine rankings and increase organic traffic.
  • Content Optimization: MIG regularly reviewed and updated previously published content to ensure it was the most optimized version, helping to improve rankings and maintain content relevance over time.
  • Paid Media Advertising Integration: MIG incorporated their Paid Media Advertising Services to broaden the reach of Chemtech’s content, ensuring it connected with a wider, more engaged audience.

The Final Outcomes

Over a six-month period, Chemtech International saw significant organic growth:

  • Visibility Increase: +12.33%
  • Average Keyword Position Improvement: +50.02
  • Improved Keyword Positions: 48
  • New Keywords Acquired:49

Special Achievements

Chemtech International now owns three featured snippets for highly relevant search terms:

  • Clean compressed gas valves
  • How to choose chlorine valves
  • Wastewater treatment using bacteria

Additionally, 14 keywords rank in the top 3 positions, and 25 keywords are now on the first page of search results.

By leveraging MIG's expertise in content creation and paid media services, Chemtech continues to strengthen its position as a leader in environmental and industrial solutions.

1,885 CLICKS
$0.26 CPC
6.21% CTR

Case Study - SaaS Company

Clicks: 2,284

CTR: 1.29%

CPC: $0.24

For a leading SaaS company, growing organic traffic through content was a primary goal. As a business aiming to establish itself as an industry expert, creating quality content was crucial.

The team recognized that educating prospects through organic channels often led to higher-quality leads and faster sales cycles. In mid-2020, amidst global uncertainty, the company decided it was time to enhance its content strategy.

The Challenges

The SaaS company recently shifted their marketing focus exclusively to digital channels, emphasizing an active blog as the core of their content marketing strategy. Despite collaborating with multiple partners, their content efforts lacked the necessary focus and research to get noticed by Google.

They faced several challenges:

  • Fragmented Efforts: Working with various partners led to a disjointed strategy that didn’t yield desired results.
  • Insufficient Research: Their content wasn’t adequately researched to rank well on search engines.
  • Niche Market: As a specialty SaaS provider, their offerings didn’t fit neatly into one category, making it harder to find a partner who could accurately capture their brand and message.

They needed a new solution but had reservations about bringing on nother partner, given past experiences.

The Approach

Our goal was to help the SaaS company establish their reputation as an industry leader and local expert. To achieve this, we:

  • Reviewed Existing Content: We started by analyzing their current content to identify gaps and opportunities.
  • Conducted Extensive Keyword Research: We researched keywords relevant to their industry and target audience to ensure the content would rank well on search engines.
  • Developed a Flexible Strategy: Understanding their changing needs and market dynamics, we created a strategy that could adapt to new insights and directions.
  • Focused on High-Quality, Relevant Content: We produced content that was informative and relevant to their audience, avoiding overly technical jargon. This included industry insights, tips on navigating SaaS solutions, resources for optimizing business processes, and inspiration for leveraging SaaS in various industries.

Throughout our partnership, we maintained regular strategy meetings with their team to ensure alignment and make necessary adjustments based on performance data and market feedback.

The Final Outcomes

Our collaboration with the SaaS company resulted in significant improvements across various metrics. Here are the key outcomes:

  • Visibility Growth: +4.24%
  • New Keyword Rankings: 45
  • Return on Investment: 4x (approximately $120,000)
  • Organic Search Traffic: Increased by 26% year over year
  • Web Visitors:Increased by 17%
  • Top Web Pages: Six of their top ten web pages are blog posts

In addition to content marketing, our paid media service also played a crucial role in their success. From December to June, we managed their paid campaigns with the following results:

  • Total Budget Spend:Averaged around $495 per month
  • Total Impressions: Increased from 155,026 to 237,773
  • Total Clicks:Varied from 1,748 to 4,336
  • Click-Through Rate (CTR): Ranged from 0.74% to 2.76%
  • Cost Per Click (CPC):Averaged between $0.11 and $0.28

These combined efforts translated into some serious business benefits. The SaaS team felt confident in their content and appreciated how well it represented their brand. Our seamless collaboration allowed them to publish articles efficiently, without getting bogged down by time-consuming edits.

These statistics demonstrate the importance and effectiveness of Content Marketing & Paid Media to reach your target audience.

4x ROI
$0.11 CPC
2.76% CTR

Case Study - Contract Logix

www.contractlogix.com

Contract Management

Lowell, MA

Contract Logix is a B2B SaaS company with an end-to-end contract management solution that replaces manual contract creation and management, automating the entire contract lifecycle for a variety of industries. Instead of shuffling paper contracts to be reviewed and signed, Contract Logix lets companies manage all their contract digitally, from inception through execution and archiving.

Automating the contract lifecycle has numerous benefits, including increased compliance, lower risk, fewer errors, and lower costs. It also speeds up the contract process, helping contracts get executed in days instead of weeks or months.

The Challenges

Contract Logix needed a steady stream of quality content to educate its customers and address their pain points. While they are a big name in the contract management space, they have a relatively small marketing staff. So there was only so much content their staff could produce internally.

Producing a regular stream of detailed online articles and 1000-word blog posts was beyond what the company could commit to. And this was necessary for a robust content marketing strategy that took the competition head on. They needed help increasing the publishing cadence, optimizing articles for SEO, and delivering more valuable content to their audience.

David Parks, the company’s VP of Marketing, knew he needed to supplement his internal content with high-quality content from an outside source, but he had concerns. He wasn’t sure outside writers would understand the contract management space enough to write valuable content. He didn’t want to spend long hours editing and rewriting other people’s content. Neither did he want to spend an inordinate amount of time making sure the content was fully optimized for SEO.

The Approach

Parks had previously worked with MIG’s Michael Brenner and knew the kind of quality content we produced. David and Michael believe that brands need to think of themselves as publishers, which made MIG the perfect partner for Contract Logix’s growing content needs.

Before employing MIG, David and his team wrote everything internally. MIG supplemented the company’s blog posts and articles, and let staff focus on writing about the things they liked. MIG helped the company fill out its portfolio and increase its publishing schedule. In the 18 months Contract Logix has been working with MIG, they’ve ideated 150 keywords, had 136 headlines approved, and 85 articles delivered.

The Final Outcomes

David was especially pleased with the quality of content from MIG’s stable of professional writers—and how fast they got up to speed.

“What surprised me,” David commented, “was how quickly the writers were able to start producing content that was extremely high quality. The writing is always grammatically spot on. I don’t know if I’ve ever even had to edit anything from a grammatical standpoint.”

In less than a year, Contract Logix saw its

  • Search visibility increase 12%
  • Organic web traffic increase by 50%
  • 55 important keywords in the top 20 results on Google

In August 2022, the company had 19 keyword rankings in the top three, 34 in the top ten, 55 in the top twenty, and 93 in the top one hundred. Contract Logix also had four featured snippets on Google—and 9 of the site’s top 10 pages were from the company’s blog. (The tenth was the site’s home page.)

These statistics demonstratethe importance and effectiveness of Content Marketing to reach your target audience.

12% Rise in Search Visibility
50% Web Visitors Increased
55 Keywords Rank in Top 20

Case Study - Oberer Homes

www.obererhomes.com

Real Estate Business

Miamisburg, OH

For Oberer Homes, a full-service real estate company and semi-custom home builder in Dayton, Ohio, being found on Google was one of their top goals. As a family-owned and locally focused business, Oberer also aimed to be considered a neighborhood expert by current and potential residents.

The team at Oberer, headed by Marketing Director Traci Bohn, has long known that content marketing was the right approach to establish this reputation. But by mid-2020, with the world turned upside down and the real estate industry facing huge uncertainty, they knew they needed to level up their approach.

The Challenges

Oberer had recently shifted their marketing focus exclusively to digital channels, which included a content marketing strategy centered around an active blog. They were working with multiple partners to produce content. Still, their efforts fell short as they admittedly lacked focus and the level of research necessary to get noticed by Google.

The team knew they needed a new solution, but understandable reservations lingered about bringing on a new partner. There were already too many cooks in the content kitchen, and budget was also a consideration. To boot, Oberer Homes is a specialty builder with offerings that don’t fit squarely into a single category, and they focus heavily in their immediate geographic area. Finding an agency and writer that could accurately capture their brand felt like an insurmountable mountain.

The Approach

Oberer’s goal of establishing their reputation as both an industry leader and local expert was top-of-mind for the MIG team as we developed their content plan. After a look at their existing content, extensive keyword research, and ongoing strategy meetings with the Oberer team, it was time to start publishing.

  • Dayton city guides
  • Tips on navigating the new construction and custom home building processes
  • Resources for tackling home improvement projects
  • Inspiration for designing spaces throughout the home.

The Final Outcomes

Rankings reports covering the duration of Oberer’s partnership with MIG include even more impressive achievements, including 110+ keywords ranking in the top 20 slots on Google, and huge jumps in visibility, traffic, and average ranking position (as shown in their all-time performance report pictured below).

Most importantly, the Oberer Team feels confident in their content and happy that it represents their brand well. Thanks to seamless collaboration with the MIG team, Traci has been able to publish articles without getting bogged down with time-consuming edits.

In less than a year, Contract Logix saw its Oberer has gained significant real estate (pun intended!) on Google’s search results pages. Here’s what the numbers say:

  • Organic search has gone up 26% YOY compared to 2021
  • Number of web visitors have increased by 17% over the same period
  • 6 of Oberer’s current top-10 web pages are blog posts

These statistics demonstratethe importance and effectiveness of Content Marketing to reach your target audience.

26% Organic Search Increased
17% Web Visitors Increased
110+ Keywords Rank in Top 20

Case Study - Nutanix

https://www.nutanix.com/

Technology

San Jose, CA

Navigating the Crowded Tech Landscape with Purposeful Storytelling In a world where tech headlines are dominated by industry giants, how does a trailblazing enterprise cloud computing company like Nutanix make its voice heard? Enter “The Forecast,” a branded newsroom designed to showcase Nutanix thought leadership. Launched in 2019, this innovative platform had one mission: to cut through the noise and connect with key audiences—from IT influencers to tech decision-makers—in a meaningful way.

Rather than just adding to the cacophony of tech chatter, “The Forecast” aimed to be a beacon of clarity and insight. It was designed to go beyond traditional PR and demand-gen tactics, focusing instead on authentic storytelling at the intersection of technology and human experience.

So, how did this purpose-driven approach pan out? Let’s dive into the challenges, strategies, and game-changing results that have made “The Forecast” a standout player in the tech media landscape.

The Challenges

The Challenge: Breaking Through the Noise in a Saturated Market Nutanix was already a force to be reckoned with in the enterprise cloud computing space, but they were up against a double-edged sword. On one hand, mainstream media was shrinking its tech coverage, and on the other, the spotlight was primarily on the industry’s big players.

In this crowded and competitive landscape, traditional PR and demand-gen efforts were falling short. Nutanix needed a way to not just reach but truly engage with a diverse audience—IT influencers, tech decision-makers, company investors, and more.

The question was clear: How could Nutanix elevate its brand and effectively engage new and existing audiences without getting lost in the shuffle?

Key Challenges:

  • Media Limitations: Shrinking mainstream tech coverage left little room for emerging players like Nutanix.
  • Industry Giants: The tech media landscape was dominated by big names, overshadowing Nutanix’s contributions. on search engines.
  • Audience Diversity: Needed to connect with a wide range of key stakeholders, from IT pros to investors.
  • Traditional Tactics: Conventional PR and demand-gen strategies were not yielding the desired brand awareness and engagement.

The Approach

Fantastic, let’s move on to the “Approach” section:

The Approach: Authentic Storytelling Meets Strategic Insight Understanding the challenges at hand, Marketing Insider Group crafted a unique content strategy for “The Forecast” that went beyond the usual tech jargon and buzzwords. We aimed to create a newsroom that was as authentic as it was insightful, focusing on journalistic storytelling that took an industry insider’s perspective.

But we didn’t stop there. We knew that to truly resonate, the content had to touch on the human element—how cloud innovation and digital transformation are actually changing lives and industries. Through original interviews and in-depth features, “The Forecast” aimed to demystify the complex world of IT for its audience.

To ensure we reached the right people, we employed a multi-channel approach that included organic search optimization, social distribution, newsletters, and even paid native media. The content calendar was robust, featuring three stories a week, podcasts, and videos, all designed to engage and educate.

Key Approaches:

  • Authentic Storytelling: Focused on journalistic integrity and industry insights to set “The Forecast” apart.
  • Human-Centric Content: Aimed to publish stories at the intersection of technology and human experience.
  • Multi-Channel Distribution:Utilized SEO, social media, newsletters, and paid native media to reach a diverse audience.
  • Content Variety: Published a mix of news, features, profiles, podcasts, and videos to keep the audience engaged.

The Final Outcomes

The Results: Where Purpose-Driven Content Meets Performance Metrics When you marry authentic storytelling with a laser-focused strategy, the results can be nothing short of spectacular. And for “The Forecast,” the numbers tell a compelling story.

First off, let’s talk reach. The site saw a 47% YoY increase in monthly page views (July, 2023), clocking in at over 100K. First time visits? Up by 167%. And let’s not forget the podcasts, with a 50% YoY increase in monthly downloads.

But it wasn’t just about eyeballs; it was about engagement. The average time spent on the site was a staggering 4 minutes—quadruple the industry average. Paid promotion through MIG and the Zemanta platform yielded a cost-per-click of just $0.18, a whopping 94% less than the industry average.

And here’s the kicker: “The Forecast” didn’t just boost Nutanix’s brand; it breathed new life into it. The site contributed to 20% of all new visitors on Nutanix.com, redefining the company’s digital footprint in a fiercely competitive industry.

Key Results:

  • Explosive Reach: 47% YoY increase in monthly page views and a 167% rise in first time visits.
  • Podcast Popularity: 50% YoY increase in monthly podcast downloads.
  • Sky-High Engagement: 4-minute average visit duration, 4x the industry average.
  • Cost-Effective Promotion: CPC of $0.18, with 1.7% CTR far exceeds industry averages.
  • Brand Revitalization: Contributed to 20% of all new visitors on Nutanix.com.

There you have it—the proof is in the performance. “The Forecast” not only met its goals but exceeded them, setting a new standard for what purpose-driven content can achieve.

These statistics demonstrate the importance and effectiveness of Content Marketing & Paid Media to reach your target audience.

100K Monthly Visitors
$0.18 CPC
1.7% CTR

Case Study - Televerde

www.televerde.com

Outsourced Services

Scottsdale, AZ

Why does meaningful content matter? If you’re in the marketing game, you know it’s not just a nice-to-have; it’s a must-have. But here’s the catch: pumping out content like a factory isn’t the answer. Sure, volume matters, but if your content isn’t hitting the mark with your audience, you’re just burning cash and missing opportunities.

The real magic happens when you find that sweet spot between quantity and quality. It’s not just about cranking out posts; it’s about making each one count. So, how did our client Televerde nail this delicate balance? They didn’t just throw darts and hope for the best; they took aim and hit the bullseye. Let’s dive into their journey to discover how they not only produced content at scale but also made every piece resonate.

The Challenges

The Real Issue: When Content Doesn’t Convert Look, Televerde was no slouch when they came to us. They’re a savvy outfit, laser-focused on optimizing the sales funnel from top to bottom. They get it—connecting with customers isn’t just a one-and-done deal; it’s a full-on journey.

But here’s the kicker: they were dropping a cool $130K a year on paid ads, and their social and blog content was still missing the mark. As their former CRO, put it, “We were talking ‘with’ our audience, not ‘to’ them.”

This is where a lot of companies trip up. They think just because they’re churning out content, they’re doing content marketing. Nah, not the same thing. The good news? Televerde was already halfway there. They had the content; now they needed to make it work for them.

  • Budget Drain: $130K per year spent on paid advertising with low ROI.
  • Content Disconnect:Social media and blog posts were being produced but weren’t resonating with the target audience.
  • Missed Conversions: Despite a focus on the sales cycle, the content wasn’t converting clients at a satisfactory rate.
  • Audience Mismatch: Content was talking “with” rather than “to” the audience, leading to a lack of engagement.

The Approach

When you’re working with a company like Televerde, you’re not just talking about sales funnels and ROI; you’re talking about changing lives. Their mission to empower incarcerated women to re-enter the workforce is at the heart of everything they do. So, our approach had to reflect that.

First up, we aligned on who Televerde was really trying to reach. This wasn’t just about target demographics; it was about connecting with people who share their purpose-driven values. We conducted a deep-dive content assessment that went beyond the usual metrics to include this mission-centric focus.

Televerde wanted a tone that was not just clear and authentic but also deeply inspiring. We’re talking about content that doesn’t just inform but transforms.

We then took a good look at the competitive landscape, zeroing in on thought leaders who were also mission-driven. With these insights, we crafted an SEO strategy and content calendar aimed at driving not just traffic, but meaningful engagement.

And let’s not forget, communication was key. As Televerde’s Head of Marketing & Communication noted, “The MIG team brought value beyond just marketing tactics; they understood our mission and incorporated it into the strategy.”

  • Purpose-First Alignment: Conducted a content assessment that included Televerde’s mission to empower incarcerated women.
  • Inspirational Tone: Aimed for a tone that was not just authentic but also deeply inspiring and mission-aligned.
  • Mission-Driven Competitive Analysis: Identified industry thought leaders who were also purpose-driven to inform our strategy.
  • SEO & Purpose-Driven Calendar: Developed an SEO strategy and content calendar focused on driving meaningful, mission-aligned engagement.
  • Empathetic Communication: Kept lines of communication open to ensure the strategy was continually aligned with Televerde’s purpose and goals.

Throughout our partnership, we maintained regular strategy meetings with their team to ensure alignment and make necessary adjustments based on performance data and market feedback.

The Final Outcomes

The Payoff: Purpose Meets Performance When you align a killer strategy with a purpose-driven mission, you don’t just get results; you get results that matter. For Televerde, the impact was almost immediate—and let’s be real, that’s the dream scenario.

We set up Semrush Position Tracking Reports to keep tabs on the metrics that count. What did we find? A whopping 4x increase in overall keyword rankings and a surge in those coveted top 3 spots. That’s not just SEO talk; that’s the kind of stuff that drives real organic traffic.

But let’s dig into the numbers, shall we? Televerde saw upticks across the board: 28% more website users, 23% new users, and a 42% increase in total sessions. And get this—a 65% spike in “Contact Us” form completions, all thanks to organic traffic. Conversion rates? Up by 17%.

As Kellie Walenciak summed it up, “We shifted from a paid model to truly connecting with our audience through meaningful content. And the numbers? They speak for themselves.”

Key Takeaways:

  • Immediate Impact: Quick results post-strategy implementation, a rare but welcome outcome.
  • SEO Success: 4x increase in keyword rankings and a jump in top 3 rankings.
  • User Engagement: Increases in website users (28%), new users (23%), and total sessions (42%).
  • Conversion Boost: 65% increase in “Contact Us” form completions and a 17% rise in conversion rates.

These statistics demonstrate the importance and effectiveness of Content Marketing & Paid Media to reach your target audience.

4X Growth in Organic Search
65% Spike in Online Leads
17% Increase in Conversion