Goals
- Promoting the culture of recreational gardening in Italy through a rich and well-documented information resource that is constantly up to date.
- Communicate with the target audience using a simple but scientifically accurate language, managing content in a way that is more oriented towards the specific needs of the end consumer in terms of plant care.
- Increase sales of products distributed by Ital-Agro in the specialized channel thanks to increased product visibility on the website.
Solution
- Building a solid and authoritative information channel capable of solving problems and satisfying consumer curiosity with an editorial plan that puts consumers and their information needs at the center of its updating process.
- Strong correlation between informational and service content (articles dealing with a specific problem) and promotional content (banners or buttons relating to company products that represent the solution to the problem, directly related to the content of the article).
- Migration of the content corpus present in the pre-existing structure to a much more effective technical structure, without losing positions in terms of SEO.
- Adoption of an impactful and responsive design and creation of a much more structured website, almost like a real portal.
- Promotion of content through an integrated approach involving strategic communication channels, monitoring the hubs through which information on plant care is developed and disseminated: discussion forums, social media, specialized blogs, etc.
Results
During 4 years of activity:
- Over 900 articles published
- 5 million page views, almost 75% from organic traffic
- 3 million unique users
- More than 21,000 followers on social media
