To achieve a leadership role in the dissemination of much-needed Covid-19 information to small business, we had to move away from being an organisation that was producing ad-hoc content for members and react to real world developments for the whole business community. We needed to be ahead of the curve and engage help from experts but with a new direction, tight budgets and limited resources, we had to act imaginatively and quickly.
We set our sights on becoming a newsroom; providing meaningful, relevant and practical daily updates that businesses struggled to get elsewhere and providing them with the information they needed to survive and thrive during the pandemic.
We mobilised the team into an agile working rhythm to produce fresh daily content, events and free member services on trending topics like; public health orders, government stimulus (in particular JobKeeper), Covid-safe practices, workplace and HR issues such as standdowns and remote-working, digital marketing and business pivots.
We used SEO tools and techniques to keep our fingers on the pulse. Google’s Keyword Planner wasn’t providing information on Covid-19 keywords, so we used keyword.io, Google Trends, BuzzSumo and a proprietary tool that scrapes People Also Asked results to stay attuned to what information businesses were seeking out.
Utilising these insights, Business Australia produced hundreds of pieces of content across the website and achieved a significant growth of their member base during this time. The content types were vast and included standard text, guides, templates, checklists and webinars. This was achieved using their own internal writers and experts from across the wider business, as well as credible experts from external businesses. To achieve this within budget they created a thought leadership program in which they received free content from subject matter experts and the content contributors got their brand and expertise placed in front of Business Australia’s rapidly growing web audience and email database.
We also made the higher value content that was gated behind the free Business Australia membership crawlable by Google to leverage the potential ranking benefits of the content’s relevance and high demand.
This, along with the top-quality content being produced, helped increase the EAT (Expertise, Authoritativeness, and Trustworthiness) of the site and its content which, in turn, improved page rankings.