WFB Customer Story - How regular, high-quality thought leadership articles helped A2X go for SEO gold

Homegrown software company A2X needed regular blogging and thought leadership articles to boost its online presence. It tried a few freelancers but couldn’t get the results it was looking for – until WFB. A2X saw 120% organic keyword ranking growth in just 12 months. Here’s how.

With 120% organic keyword ranking growth in 12 months

A2X is a homegrown, cloud-based software app that integrates Amazon and Shopify with cloud accounting systems Xero and QuickBooks. It automates and reconciles sales and transaction data to save time every month for thousands of sellers (and their accountants) worldwide. Outsourcing its copy needs was a clever move – A2X now has more time to plot world domination – and it’s well on the way with the help of SEO-friendly thought leadership articles from WFB.

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Smart outsourcing

A2X Marketing Manager Denym Bird knew the company didn’t have the in-house capacity to manage regular blogging and case studies – an important part of its marketing mix.

“We had a gap in resource, and we wanted to fill that with expertise that could write to a complicated topic – a reliable local resource.”

After looking around, Denym worked with a couple of suppliers but struggled to find the right mix of quality service and output.

“There was nowhere near the level of research that we expected. A big part was not sticking to brief. [Other writers] were more about writing as many words as possible rather than offering real insights that people want to read about,” he explains.

While it can be tempting to simply ‘tick’ the content box with cheap and cheerful articles, that won’t make Google or potential customers happy.

Seamless workflow, expert copy

A2X has found working with WFB “seamless”.

“They work with us as a partner rather than a supplier,” says Denym.

The quality of the writing has also impressed him, saying the team’s domain knowledge is excellent, as is the research that goes into every article.

The best bit, he says, is that WFB has “an unlimited amount of resource.”

“We can turn it on and off according to our needs without losing the knowledge,” Denym says. “That’s the advantage of working with an agency rather than a freelancer.”

Trusting WFB with precious clients

To write case studies for A2X, WFB interviews current A2X clients. Handing clients over to a third party can be daunting, but not for Denym.

“WFB has a lot of integrity – that’s come through, and I’ve seen it in the way they work. We’ve built that trust so I can hand a valuable client off to them and know they’re going to look after them just as well as we would.”

A bigger funnel, more conversions

With A2X focusing on new customer acquisition, ranking well in search results is key to its growth.

Denym says regular blogs from WFB have definitely helped.

“They understand how Google works and how to write to rank well – outrank everyone else – and they understand A2X’s business goals, so they can align those,” says Denym.

That understanding has paid off.

“The organic keywords we rank for, thanks to the blogs they’ve been writing, have increased by 120% in the past 12 months,” says Denym. “Our strategy is to increase our funnel size – we’re trying to get as many people through the top of the funnel. So, this increase is huge.”

But Word for Breakfast’s partnership with A2X doesn’t end there.

“Lower down the funnel at consideration, WFB writes all the case studies, which are really valuable for converting people who are considering. I’d say that the case studies make a significant contribution to the conversion rate at the consideration stage,” says Denym.

A final word from Denym:

“I would definitely recommend them – they’re good value for what you pay for – they manage expectations well, thoroughly research and operate as a flexible, reliable partner – they work in with the way we work.”

Find out more about how WFB’s content offering can help your business plot world domination.

Helen Steemson

The lead copywriter and creative director at Words for Breakfast. She spends much of her time working with the copy writing team across a variety of projects.