Orkin

How do you create bug content that generates new leads? Read on!

Project Overview

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

Content Strategy
Copywriting

Tasks

Content Marketing Launch
Content Editorial Calendar
Content development

Team

Jennifer Ready, Creative Director
Mason Brown, Experience Design

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.

Formula

Insightful articles + beautiful Imagery + a content calendar that reflected popular searches = 65% increase in direct engagement.

Process

Creating a project of this size takes many steps. Here are a few I took on the way.

  • Discover

    Search Analysis

    A massive amount of search analysis started the ecologist project,...
  • Define

    Content Calendar

    I used both research articles and experts to help create...
  • Design

    Design

    Part of creating content is also finding the imagery to...
  • Develop

    Content Creation

    Writing data-driven content requires a knack for incorporating the right...

Samples

I spent a solid quarter writing, researching, and creating the final content calendar. Here are a few of my assets and content matrices.

Observations

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.

Results

%

Site traffic increase

%

Site engagement

%

Direct Engagement

%

Increase/month

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.”

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