Do you want to be known as a leader in your industry?
For Oberer Homes, a full-service real estate company and semi-custom home builder in Dayton, Ohio, it was one of their top goals. As a family-owned and locally-focused business, Oberer also aimed to be considered a local 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.
Fast forward two years, and Oberer has achieved this goal and more. Today, they consistently publish top-performing articles on Google, have earned significant boosts in organic traffic and site views, and are a go-to source for information on new construction and custom home building in the Dayton area.
In this case study, we’ll explore how Oberer Homes partnered with Marketing Insider Group to achieve these results (and how you can do the same for your business).
Quick Takeaways:
- Successful content marketing requires consistent, frequent publishing with an SEO strategy behind it.
- It’s very possible to work with an agency to produce engaging content that accurately represents your brand.
- Oberer Homes has experienced significant growth in organic search, website traffic, top-ranking keywords, and overall search visibility.
- Oberer now has an extensive content library and most of their top-performing web pages are blog posts.
- Oberer now publishes two blog posts every week and spends little to no time having to edit content.
The Problem:
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.
“Over the years our digital marketing strategy has been really disjointed,” shared Traci. “We’ve worked with multiple partners and nothing was ever consistent. We did have a content marketing strategy, but it was the bare minimum — about two blogs per month — and nothing was optimized for SEO.”
The Oberer 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 a challenge.
Still, Traci decided to take the leap.
The Strategy:
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.
Oberer’s content plan contained a range of titles across categories in areas where they wanted to establish expertise. These included:
- 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.
Even for long-time Dayton residents like Traci, the content felt fresh and new:
“The Dayton city guides that we do? Every time I got one of those blogs, I thought— ‘We have that here? That’s so cool!’ My family has done so many things now that we don’t normally do, because now we know Dayton has the best parks, great festivals, and more. So that has been really fun.”
At the same time, the Oberer team worked seamlessly on their end to maximize ROI on their content plan. They provided quick and constructive feedback on articles, published frequently and on time, and met with the MIG team to track progress.
After a few months, the results started showing in the numbers. Rankings were growing, traffic was increasing, and Oberer now had a well-developed and engaging content library to share with their audience.
“When I look at our top pages, almost all of them are blog posts,” Traci shared, “which is really cool because they’re not just exiting off of that post. They’re looking at other pages and they’re visiting the site and learning more about us. It’s just a good way to let everyone know we’re an expert in the industry and in our area. It’s been really beneficial.”
The Results:
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
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.
“The first few months, I edited some of the articles,” said Traci. “Not heavily, but just switched some of the lingo around or added something in. But the tone and the voice has been spot on from the beginning. And now it’s rare that I make any edits at all.”
The Takeaway
Content marketing — the kind that yields serious results and boosts performance — takes time, consistency, and expertise in the right areas. It can feel daunting to partner with an agency and get them up to speed on your business, because it’s true — no one can know your brand as well as you do.
That’s why Marketing Insider Group prioritizes building real partnerships with our clients. We get to know your company, your goals, your voice, your audience, and anything else important to your success.
Oberer’s story demonstrates the kind of success companies can experience when they buy in to the process. And the best part? They can then spend more time on what’s most important: serving customers.
Are You Looking for Results Like These?
There is no one-size-fits-all solution to content marketing, but Marketing Insider Group executes best practices that we have tested and proven to work. We align them with the specific needs of your company and audience to create a personalized strategy that drives results.
If you are ready to get more traffic to your site with quality content published consistently, check out our SEO Blog Writing Service or schedule a quick consultation to learn more about how we can help you earn more traffic and leads for your business.
The post How Oberer Homes Earned More Traffic, Rankings, and Leads with Our Content Marketing Service appeared first on Marketing Insider Group.
0 Commentaires