How regular blogs from Words for Breakfast helped improve SEO, engagement and conversions
Ecrotek were set to take over the hobby beekeeping industry in New Zealand and knew that regular blog writing would be a key part of capturing their target at the right time and place. Here we outline how blogs by Words for Breakfast helped Ecrotek achieve their goals.
Formed in April 2015, Ecrotek is the biggest supplier of beekeeping equipment in New Zealand. With a family history in beekeeping going back to 1913, there’s a wealth of skills, knowledge and understanding of processes and bees. They have warehouses in both the North and South Islands and were set to dominate the New Zealand market. When hobbyist apiarists started their journey and were beginning to look online, Ecrotek wanted to be everywhere they looked, becoming the familiar trusted brand.
So, how could we get them in front of more hobby apiarists?
Creating a buzz with regular blogging
To Rob Owens, product and marketing manager, the answer is content. In the past, he says, the supplier always had the information, but the power has shifted. Now, so often, the customer has a lot of information, sometimes even more than the supplier. It means suppliers need to do more to build trust.
“In a flooded market, where you’ve got more competitors coming in, the content leader is often going to be the customer winner.”
In September 2017, he gave us a call with a plan.
“We’re trying to pop up when people search beekeeping, so when they go to buy, they’ve already got us top of mind. It’s about building confidence through content,” says Rob.
Collaborating for beeutiful content
The Words for Breakfast and Ecrotek teams worked together, to come up with and develop blog topics to attract hobbyist beekeepers. Rob particularly liked how we worked to upskill in their industry, so we could contribute great ideas and conduct our own research. That also made it easier for marketing and product intern Ashleigh Cole.
“The team is always so helpful. It’s very collaborative. I don’t feel like I’m just telling them what to do – it’s a two-way street,” she explains.
As far as Ashleigh and Rob can see, the content is working. When content is pushed live it gets an immediate response.
“I get at least 4-5 shares per post and comments as well. There are always people tagging others, saying ‘Oh look at this’, and asking questions and engaging. They’re really responding and interacting with each article, so it’s obviously good content for our customer base. It also ties in really well with our Adwords,” she says.
Results are unbeelievable
It’s been a big journey for Ecrotek as they built their business, and it’s only going to get better. Rob says users are up, and their quest for domination is in sight – and he credits part of that success to having Words for Breakfast in the mix.
“While what Words for Breakfast did was part of a bigger picture, they really came to the rescue to work with us on our content programme,” says Rob.
“It’s set and forget for me. We’ve had great success with our articles over the past year and would like to thank you and the team for all efforts pulling these together.”