<aside> 🤝 Fireart Studio needed a new content strategy that would attract, engage, and convert prospects at every stage of their journey. Here’s how we helped them transform their content approach and reclaim their market presence.

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Before teaming up

• Ineffective content creation: The previous content writer at Fireart Studio produced 8-10 blog posts per month, but much of it was low quality, lacking depth and unique insights. The content failed to showcase Fireart’s expertise, adding little value to the audience.
• Low-quality, unfocused content: Fireart Studio had a large amount of content — over 715 blog posts — but many were poorly structured and lacked clear focus. Content was written without a defined keyword strategy, leading to confusion and missed search opportunities.
• Lack of strategic content hubs: There were no pillar pages to organize content effectively. This resulted in low engagement rates and limited visibility in search engines.
• Underperforming blog design: The blog’s design and layout were outdated, resulting in poor readability and low engagement rates.

<aside> 🤝 Our job was to overhaul Fireart's content, strategically realign it with their goals, and boost its visibility and impact.

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Results

• 120 High-Traffic Articles Updated: Over five months, we updated 120 key articles to improve quality, relevance, and SEO performance.
• 26 New Content Pieces Created: Developed 26 new pillar pages and posts to support key service areas and enhance the overall content structure.
• 6 Guest Posts Secured: Placed 6 guest posts in industry media with a Domain Rating (DR) of 65+, increasing Fireart’s authority and backlink profile.
• Early Signs of Improved Performance: Despite recent Google ranking changes, there was a noticeable increase in Click-Through Rate (CTR) and impressions for the updated content, with expectations of continued improvement over the next 6-9 months.

Project details:

<aside> <img src="/icons/clock_gray.svg" alt="/icons/clock_gray.svg" width="40px" /> Timeline: September 2023-April, 2024

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<aside> <img src="/icons/groups_gray.svg" alt="/icons/groups_gray.svg" width="40px" /> Team structure: 1 content strategist 1 copywriter

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What we did

Strategic Content Overhaul

• Content audit: Conducted a thorough audit of over 715 blog posts to identify content gaps, prioritize updates, and align with Fireart’s business objectives. We focused on improving content that supported SEO goals, key service areas, and had high traffic potential.

• Tone of voice guidelines: Developed new tone of voice guidelines to ensure consistency across all content, reflecting Fireart’s expertise and positioning as a design-driven development agency.

• Content funnels: Created content funnels tailored to different stages of the customer journey — from awareness to decision-making — ensuring that every piece of content effectively moved prospects closer to conversion.

  

  Example of informational website architecture: Service pages

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Content Strategy (dev agency example)

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Example of a report: the total of 152 articles in 5 months, at a speed of 25 articles per month

Extensive editing. For some posts, we had to write 75-80% of content from scratch.

Content Optimization and Enhancement

• Updated 120 high-performing articles: Focused on high-traffic posts critical to Fireart’s SEO and visibility. Up to 75-80% of the content was rewritten for clarity, relevance, and keyword alignment.
• Created 26 new content pillars: Developed new pillar pages to serve as hubs for existing and new content, improving navigation and supporting key service pages.
• Extensive editing and re-structuring: Reworked poorly structured articles by breaking down mixed topics, conducting new research, and creating high-quality, focused pieces.

Some articles were written without a clear keyword. For example, an article about advertising websites mixed content about agencies and banners placement. We broke it down, did new research, rewrote the text, and recycled it into 2 high-quality blog posts.

Strategic Content Distribution

• Secured high-value backlinks: Placed 6 guest posts in high-authority industry media (DR 65+) to boost SEO and enhance brand authority.
• Optimized for social media: Refined updated content for distribution across LinkedIn, Twitter, and Reddit, amplifying reach and engagement.

Early Results and Future Potential

• Metrics improvement: Within two months, the updated articles began showing positive dynamics in clicks, impressions, and position movement. Given the time needed for Google to re-rank content, we expect further improvements over the next 6-9 months.

<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/f984c7e8-9043-4d73-b4f1-0d6ddc2b0fa1/424e6d61-6e2c-4039-a558-24281a9378d9/vera_circular.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/f984c7e8-9043-4d73-b4f1-0d6ddc2b0fa1/424e6d61-6e2c-4039-a558-24281a9378d9/vera_circular.png" width="40px" /> Vera Karimova, Fractional Head of Content at O-CMO:

Many of the updated articles have been showing a good dynamic in either clicks, impressions, or position movement. Considering that it takes time for Google to re-rank pages, this kind of dynamic allows to expect further increase in metrics over next 6-9 months.

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See more about Fireart marketing strategy revamp

Restructuring Marketing from the Ground Up: A Complete Overhaul for Fireart Studio

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Read more about SEO results for Fireart:

SEO Overhaul Boosts Organic Traffic to 33K in Five Months

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