Inkmypapers
Boosting awareness and trust for a start-up
Inkmypapers is a new start-up in the tertiary education support industry. To thrive in the industry, it needs to build substantial trust - and that's what they achieved with our help.
Context
Inkmypapers is a Singaporean brand that specialises in proofreading, academic writing and general research services. They launched their website in 2015.
Challenge
Started in 2009 doing mainly B2B sales with education institutions, Inkmypapers decided to target the B2C market and start an online website in 2015.
While they are getting traffic from their SEO effort, the bounce rate is extremely high as the website has sparse, if any, content that suggests that the company is legit and reliable.
As trust is one of the most important criteria for customers to decide, Inkmypapers knew they had to get very credible content fast. Yet, with everyone at Inkmypapers focus on operations, they had enlisted our help to build create content that can build trust among its large inflow of traffic.
Solution
We began with a workshop to truly understand Inkmypaper's business, their goals, the key customers and their pain points. The initial meeting is hugely productive, and we came up with an initial one-year content strategy that seeks to achieve their goals: to build trust and authority to Inkmypaper's brand name in the industry.
01.06.2018Customer Persona and Keyword Research
Inky's writers began by properly defining Inkmypapers' customer persona. Thereafter, keyword research was conducted with various tools, like KWFinder and SEMRush to determine which Keywords to target.07.06.2018Creation of Content Strategy and Clusters
Based on the root keyword, Inky worked with the client to craft out what content to produce, the amount and type of content to produce. Topic clusters for subsequent articles were identified as well.22.08.2018Cornerstone Content Creation
Inky's content writers began work on a 3500-word cornerstone article, with aid from tools like SurferSEO and Yoast SEO. The end result was an easy-to-read, list of the top 9 private universities in Singapore.01.09.2019Secondary and Spin off Content Creation
With the cornerstone content, Inky proceeded to write at least 50+ pieces of new content based off the cornerstone. This included instagram posts, facebook posts, secondary blog articles, newsletters and emails.Current DayQuality Content that Lasts till Today
The same cornerstone article is constantly updated every year, and content created continues to fuel Inkmypapers' outreach efforts today.
Results
We created an authoritative blog for Inkmypapers which has huge traffic from Google. These blog posts are also sent to subscribers email list which not only gained traction, but also solidify Inkmypapers authority in their niche and build significant trust among its subscribers.
Authoritative Articles
Increase In Traffic
Emails Collected
In Bounce Rate
With one cornerstone article, Inkmypapers spun off 50+ different content offerings that engaged customers across all sales channels.
Even today, the Cornerstone article has attracted consistent unique traffic, with a 25% average increase in readership every year even with just annual updates. With the article and secondary newsletter driving traffic, Inkmypapers collected 4000+ emails in the first year alone, and continues to engage readers and customers with this content in 2022 and beyond.
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