Project - New England Inns and Resorts
​New England Inns & Resorts Association had over 300 members across 6 US states.
They needed a long-term strategy for generating website traffic and promoting association members.
Our team consisted of an SEO expert, a copywriter and myself as the project manager. We started with an SEO audit, conducted topic research and created a content calendar that resulted in over 70K monthly web visits.
​My responsibilities in the project:
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SEO topics research,
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developing a content calendar,
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managing content creation by copywriters,
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content approval with a client,
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publishing on the website.
Blog
As a membership platform, NEIRA needed constant traffic to increase its members' visibility and made it worth it for them to be a part of the platform. Blogging was one of the best long-term organic solutions, especially for the industry like hospitality.
The Challenge: ​A significant volume of the members on the website provided a lot of ideas & opportunities for content creation around each of the member's properties. Nevertheless, it also required a strategy to manage the volume, promote properties equally and manage content production. Moreover, in writing about high-end vacation rentals, NERA required not only a very specific tone of voice for its brand but also knowledge of the area to be able to highlight its peculiarities and seasonality.
Our Solution: We began the project with a clear goal in mind: to list vacation experiences people seek and classify properties based on categories like romance, adventure, beach, skiing, food, or family.
Extensive research was conducted on the top searches in each state for these categories to create a content calendar for a year.
Finding skilled writers familiar with the area was essential to meet the Client's expectations, and after approval from NEIRA, topics were assigned to suitable writers.
Two of our top writers then worked on creating scheduled content, with a process in place for Client review and blog publishing.
Client's Result: Internally we developed a reliable and straightforward process of topics research and content creation, that required minimum input from the Client and only final copy approval.
Externally blog development drove on average 70K monthly visits to the Client's website while ranking on the first page of Google for the major industry keywords.