Near Partner is a boutique software house based in Lisbon. Their tailored solutions help large organizations accelerate digital transformation through low-code solutions and custom software development. They sought to strengthen its market position by enhancing its online visibility and engaging a broader audience.
Industry: Software development
Results:
13x increase in website traffic
+52% increase in Linkedin Followers
““We’ve seen fantastic growth in our organic traffic, which is a testament to the compelling content and strategic insights provided by the Articulate team.””
Challenge
Despite having a robust portfolio and a strong technical team, Near Partner faced significant challenges in effectively communicating its expertise and value proposition to potential clients. The primary objective was to increase monthly organic traffic and establish a content-rich online presence that resonated with a diverse audience, including IT managers, CTOs, and business executives.
Near Partner also grappled with the overwhelming abundance of content available online. Standing out amidst the noise was a daunting task. Additionally, there was some confusion regarding the target audience: Should the content address technical staff, managers, or potential talent?
Another major challenge was Near Partner’s collaborations with larger software houses such as Salesforce and OutSystems. While these partnerships were beneficial, they meant that most of Near Partner’s traffic came through these partners rather than through direct search or social media channels. This reliance on partner-driven traffic highlighted the need for Near Partner to build a strong, independent online presence to attract direct traffic and establish its brand authority.
Solution
We developed a strategic content marketing plan tailored to Near Partner’s needs, focusing on various content formats and themes.
Competitive Analysis and Keyword Optimization: Utilizing our advanced tools to conduct in-depth competitor analysis and keyword research, we identified high-impact keywords and topics relevant to Near Partner’s target audience.
Revised Tone of Voice: We focused on sharing practical insights that anyone in the industry could understand, breaking away from jargon-heavy, technical content.
Content Planning: We established a consistent content calendar featuring weekly blog posts, interviews, eBooks, case studies, and other formats to maintain regular and engaging content output.
Comprehensive SEO Strategy: We built a robust SEO strategy focusing on strategic keywords, tracking their positions in search results, and analyzing competitor performance on those keywords.
Review Process: We established a thorough review process to ensure the highest quality of content. Each piece of content was planned, validated, produced, validated again by the theme expert, published, and then analyzed for performance, ensuring consistency and excellence.
Expert Content: We crafted regular articles and blog posts on topics such as management practices, emerging technologies, recruitment, and culture. We also addressed sector-specific challenges, featuring insights from industry leaders to build credibility.
Content Updates: Regular tracking and updating of old content to ensure its relevance and performance in search rankings.
Adaptation for Social Media: Articles were adapted for LinkedIn and other social media platforms to drive engagement, website traffic, and increase LinkedIn followers.
Automated Reporting: Leveraging automated reporting tools to monitor performance metrics, we provided Near Partner with real-time insights, enabling agile adjustments to the strategy.
Results
By focusing on high-quality, relevant content and integrated marketing efforts, Near Partner is now better equipped to navigate the competitive landscape and connect with its target audience more effectively.
Significant Traffic Growth: Monthly traffic to Near Partner’s website increased by 13 times over the course of two years, demonstrating a substantial rise in brand visibility and audience engagement.
Enhanced Social Media Engagement: Adapting content for LinkedIn and other social media platforms significantly boosted engagement and drove website traffic.
Increased LinkedIn Followers: Near Partner's LinkedIn followers grew by 51% during the same period, further reinforcing the brand's presence on key professional networks.
Conclusion
With our guidance, Near Partner enhanced its digital presence and solidified its position in the software development industry.By implementing a comprehensive content strategy that included high-quality, relevant content and robust SEO practices, Near Partner has significantly increased its website traffic and social media engagement.
As a result, Near Partner is now well-positioned to continue its growth trajectory, attracting new clients and maintaining its reputation as an innovative and dynamic software house.