Challenges
Quill is a leading online office supply retailer under the Staples corporate brand. It competes with industry giants including Office Depot, Amazon, and even its own mother brand, Staples. With a giant website, complex site hierarchy, and thousands of products, Quill sought a partner to help them drive organic traffic and increase revenue across key categories.
To add an extra challenge, Quill.com’s furniture category was identified as a priority area of business growth. What kind of content strategy could elevate a topic like office furniture—and, moreover, keep it top-of-mind for the brand’s target audiences?
The solution
We developed a holistic content strategy, aligning SEO and audience personas to reach the right person at every phase in their customer journey. We reasoned that stellar content on the blog, Café Quill, would:
- drive measurable ROI through links to furniture category and product pages;
- generate an SEO lift through backlinks;
- and boost positive sentiment through social mentions.
Our multi-stage, multidisciplinary approach encompassed audience research, SEO keyword research, a comprehensive link building strategy, and the creation of a content calendar. We also sourced exceptional writers, and planned to amplify their content through prominent business and lifestyle influencers.
