CASE STUDY / 03
MAADHO · B2B CONTENT & SEARCH
A sharper focus.
A stronger presence.
Turning buyer research and a sustainability-focused content strategy into search visibility and more leads.
Content strategy & organic growth
Buyer research · Positioning · SEO content- Pages ranked in the
first three search results - 5
- Increase in
lead count - 45%
01 / THE DIAGNOSIS
The search started
before the call.
Maadho’s lead generation depended heavily on cold calling. Its prospects were already researching suppliers online, where competitors were winning attention.
The problem
The company had no established content program to support organic discovery. Cold calling had worked, but competitors were building visibility in search and reaching buyers earlier. Without a content strategy, Maadho also lacked a clear position within a broad market.
What I found
Prospects were looking for suppliers before a sales conversation began. Competitors appeared in those searches; Maadho had little presence to support its outreach. Research also showed that interest was concentrating around a specific part of its offering, while the company’s messaging continued to present the entire business at once.
02 / WHAT I CHANGED
A specific audience.
A more useful message.
I started with the sales team to understand the people behind the prospect list and define an ideal customer profile.
Bring sales insight into the strategy.
We explored who the prospects were, what they searched for, what drew their attention, and how they wanted their problems solved. Those conversations gave the strategy a practical starting point.
Ground the buyer profile in research.
I combined the sales team’s insight with market research to build a clearer ideal customer profile. This gave us a specific audience to approach across the funnel and a sharper view of where to reach them.
Focus on the demand within the business.
Growing interest in sustainability made eco-friendly products a strong content priority. That connected a relevant part of Maadho’s offering with what prospects were already looking for.
A defined buyer and a focused market opportunity gave the company a clearer basis for its positioning and content decisions.
03 / BUILD THE CONTENT PLAN
Meet the demand.
Earn the discovery.
I designed a precise content strategy and a six-month publishing calendar around the ideal customer profile, with eco-friendly products as a central focus.
A defined buyer profile
Sales insight and research gave the content a specific reader, a set of needs, and a clear commercial purpose.
Demand for eco-friendly products
Interest in sustainability gave us a relevant area of the offering to build the content program around.
A six-month content plan.
Built around the buyer and the demand.
The work spanned SEO-focused website copy, blogs, ads, scripts, and whitepapers. B2B social content extended the messaging across channels, while detailed content briefs gave partner agencies a common direction.
Each part of the plan was shaped around a defined prospect type and its needs. The sustainability focus helped the company become more relevant during the online research that preceded a supplier conversation.
04 / THE RESULTS
Visibility where
buyers were looking.
- Search visibility
- 5
- Pages ranked among the first three search results.
- Lead growth
- 45%
- Increase in lead count following the content initiative.
05 / WHY IT WORKED
Focus made
the difference.
A buyer to write for.
A defined customer profile clarified whom to reach and where to concentrate the effort. The strategy could follow a specific audience through the funnel.
A message with relevance.
The content addressed the needs of one prospect type. This made the company’s offering easier to connect with the problems those buyers wanted solved.
A reason to be found.
The eco-friendly focus connected the content to growing demand for sustainable products, helping attract leads interested in that part of the business.
A clearer customer profile sharpened the message. A focused content strategy helped that message reach buyers while they were searching.
YOUR NEXT CHAPTER
Be found by
the right buyers.
If your business has the expertise but little visibility where buyers are searching, let’s build a content strategy around the demand.