Armstrong Craven Case Study

A content-driven strategy for leaders in talent research. Armstrong Craven’s specialist service offering required a unique strategy. With the previous site not set up for conversion, they needed a partner that not only understood the industry but one that could also drive lead generation and performance to their website.

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How did we help?

Attracted MQLs through content marketing & nurtured lead lists in the Armstrong Craven CRM.
Increased the volume of sales enquiries coming in via the website and gained 11X ROI from the digital strategy.
Grew brand visibility and raised awareness of the strategic applications of core services.

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950%

Increase in MQL's

YoY, driven by content strategy.

387%

Increase in revenue

From digitally acquired inbound enquiries.

124%

Increase in keyword visibility

Through SEO strategies.

Challenge

As leaders in talent research, Armstrong Craven took a brave approach to content marketing in order to attract and engage with clients.

They utilised multiple forms and channels to showcase their expert knowledge. By optimising their destination for SEO and consolidating their content on their own site, Armstrong Craven have dramatically increased their lead generation and search visibility. YoY this has resulted in a 56% increase in search traffic, 30% increase in search visibility and 67% increase in brand awareness.

The key driver of success for Armstrong Craven has been their commitment to an SEO and multi-channel content strategy, tailored specifically to their target audience. Working closely with senior partners within Armstrong Craven, we have been able to create high-value content that truly demonstrates their knowledge and expertise by tackling real HR & TA challenges.

Challenge

Armstrong Craven are unique in their deconstructed search offering. As talent specialists their approach to talent sourcing includes mapping, pipelining and insight projects, making them a challenger brand to the traditional executive search firms. They came to us with a brave attitude and drive for success. With a data-driven approach to executive search, Armstrong Craven wanted to challenge conventional thinking and demonstrate a new approach to talent strategies.

Whilst Armstrong Craven are leaders in the market, talent research is still a relatively niche sector. They wanted to grow their brand awareness and solidify their offering within the wider talent acquisition market. They no longer wanted to be the ‘best-kept secret in talent’ and had ambitions to be the strategic talent partner of choice on a global scale.

Their previous website did little to reflect the strategic nature of their service offering and was not delivering as a sales tool. Our challenge was to review the current site, improve the structure and optimise the content to accurately display their business, values and offering. We needed to accurately represent their business and educate Talent Acquisition and HR leaders on strategic applications of talent research.

Solution

After our initial discovery and consultation, we identified flaws in the original website structure. Armstrong Craven initially came to Venn looking for marketing support. Before any marketing activity, we first needed to focus on building a website that could convert.

We designed a new website, with an improved structure that showcased what Armstrong Craven have to offer. Powered by our CMS and Media Hub plugin, the new website gave the business the tools to optimise and grow. With this back-end functionality, they can now host more resources than ever before, such as blogs, downloads and videos. This also includes gated content to drive leads. Prior to our partnership, Armstrong Craven were producing 25 pieces of content per year. Now with our support, they are producing 4X this amount. With the resources on their site increasing by 140%, the Media Hub plugin was essential in order to provide a robust, yet flexible content platform. Built with SEO in mind the new site structure has improved visibility for all the core services. In fact, Armstrong Craven now rank on the first page for each element of their core offering.

Through consistently producing and building a catalogue of thought leadership pieces and pushing that out with a strong communications strategy, we ensured that Armstrong Craven remained top of mind for Talent Acquisition and HR leaders. The team have seen incredible results from performance marketing and continue to work closely with our strategists to drive sales results, by expanding the strategy to include webinars and in-person events.

Over the first 18 months of our partnership with Venn the team provided us with great technical solutions to improve the quality and impact of our content and better visibility of how our website was performing. They also invested significant time understanding the nuances of our services and how their unique benefits can best be presented to potential new customers. I expect our partnership to continue to deliver excellent results for years to come.
Peter Howarth Joint Managing Director