Xero Small Business Guides
About the project
I drove the first content marketing initiative called ‘Xero Small Business Guides’ at Xero.This continues to evolve as a successful global ‘Discovery and interest’ programme of work.
I managed the Small Business Guides content on xero.com and published content across 13 regions that built trust, and engaged readers.
I led global content marketing initiatives, and coordinated writers to create content that targeted core keywords.
The problem
Xero did not have a content marketing strategy, or content that ranked for vital keywords in regions around the world.
They needed a new content marketing project that tackled important keywords, to ensure Xero's global position in Google organic search results.
Results
I grew content from 1 article a month to 8 articles a month, while I managed two freelance writers and the ongoing editorial schedule.The content creates on average 350 web sign ups, and over 11,000 engaged users per month.
Increased search engine rankings for highly-competitive organic core keywords such as ‘accounting software’ ‘bookkeeping software’ ‘mac accounting’ and ‘invoicing software’.
These core keywords went from no search ranking, to ranking organically on page 1 of Google for every core region (the UK, NZ, Australia, and the United States).
