Brighton-based Crunch Accounting is the UK’s leading online accountancy firm, looking after freelancers, contractors and small businesses.
Since late 2010 I have been working with Crunch to build and optimise traffic acquisition through organic search and social channels.
Crunch’s co-founder, Darren Fell, rightly realised that no business-to-business service provider was effectively using content marketing to grow their audience and customer base, and I was brought on to oversee the effort.
During that time I have grown Crunch’s content team to include technical writers, qualified journalists and video producers. Crunch is now recognised as an industry leader in B2B content marketing, and attracts hundreds of thousands of unique visitors every month.
Reliable traffic cannot be built on purely a daily blogging model, so we put together several key landing pages targeting high-traffic, relevant terms. These pages were optimised for search and developed intensively to be the best resource in their niche. This attracted organic links, which in turn benefited search rankings. This virtuous circle of quality content generating backlinks has been the bedrock of the traffic acquisition strategy at Crunch.
We have also explored multimedia content including interactive guides, data journalism and editorially-lead video.
You can read more about my approach to building Crunch’s audience here.