Case study for content marketing and writing.pdf

When working for a natural latex mattress company, we discovered that latex mattresses were commonly preferred by older couples due to their joint pain relief benefits. The material’s sustainable and natural properties aligned with a broader market trend towards eco-friendly products however the brand hadn’t thought of targeting that segment. Based on the product offering and their benefits, we also identified a new potential audience: upwardly mobile young professionals with sedentary lifestyles. These individuals not only needed solutions for posture and stiffness but also sought sustainable products that matched their values. The company developed a mid-range mattress specifically designed for this young, eco-conscious audience. Priced to fit their budget, the product offered both the health benefits of natural latex and the appeal of sustainability. To educate this new audience about the benefits of natural latex, we crafted content that addressed their specific pain points and aspirations. This included blog posts on improving posture, reducing stiffness, and the environmental benefits of using natural latex. To ensure our content reached the target audience, we used SEO tools and long-form SEO phrases. This involved identifying common search queries and issues related to sleep quality and back pain. We shared this content widely through blog posts, social media, WhatsApp ads, and paid ads, ensuring consistent messaging across all platforms. Each piece of content was tailored to the specific platform to maximise engagement. This comprehensive content strategy drove more organic traffic to the client’s website and generated inquiries from the newly identified audience segment. By addressing the specific pain points and aspirations of young professionals, the company successfully expanded its market reach.