Orkin Pest Control
I partnered with Think Agency of Atlanta to build out a content marketing plan for Orkin’s “Pest Control Down to a Science,” to help them capture new leads from a community of bug-lovers.
Role
Digital Expert
Copywriter
Content Strategist
Tasks
Content Marketing
Editiorial Calendar
SEO
Content Development
Team
Think Interactive
Jennifer Ready
Mason Brown
Observations
Using search insights, we found a whole community dedicated to the love and science of bugs.
Question
Would people have problems associating bug science and pest control, and would the content actually generate leads?
Hypothesis
To bring in folks from all over the internet and through social channels we came up with the idea of creating a digital magazine-like experience filled with information about the science of bugs.
Experiment
After researching bugs for days, I came up with a content calendar related to topics Think had fomulated through search analysis. With the designer, I created over 25 initial content pieces, including articles, infographics, timelines, and imagery.
Analysis
After launch, hundreds of search results appeared from blogging and social channels who’d referred to the articles.
Conclusion
The project was a resounding success. Site traffic increased as well as onsite time. The Facebook community increased followers by thousands. Check out the other results below.
Studies
What did I learn from my creepy crawly experience? Quite a lot, as it turns out.
01
Bugs are Cool
In my research I learned an incredible amount about insects, including the decline of honeybees and monarch butterflies.
02
It takes and Army of Ants
This project took a lot of work from man people, including the staff at Think, interactive. And to continue populating the content for a year after it’s release, they hired several copywriters and designers.
03
People still want to kill bugs
The most suprising statistic was the huge uptick in direct leads for pest control. Even after I made bugs look awesome. *sad face.
04
Content Marketing Works
We were lucky to find an era where there wasn’t much content and a whole lot of interest.
Process
Creating a project of this size takes many steps. Here are a few I took on the way.
- Discover
- Define
- Design
- Develop
Samples
I spent a solid quarter writing, researching, and creating the final content calendar. Here are a few of my assets and content matrices.
Feedback
“Aimee is easy to work with, always brings smart content ideas to the table, and has solid experience to back up her recommendations. She is able to effectively direct content activities within extremely tight deadlines and well within budget. In addition to performing the role of content strategist, she also is willing to step in and write copy or brainstorm experience design solutions when it is needed.”
Teri Durkin
Results
%
Increase in ecommerce revenue
%
Site engagement
%
Customer Sevice Call costs
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