Case study

PR for startups: how to hit the headlines with a killer story

How we helped an assessment provider drive 1,155,255 first-month organic page views through original expert articles

Hubbub Labs created 55 original, high-quality articles for a publisher’s subject matter expert blog campaign and exceeded all expectations for organic reach.

Growing organic brand awareness through subject matter expert articles

Organic page views averaged 30,000 – 50,000 per month.

Key objectives

To generate brand awareness and reflect the organisation’s values by offering practical content to educators, backed by expert insights and current research.

Challenge

The complexity of this project lay principally in its project management. Hubbub Labs managed every aspect of the content lifecycle, from ideation to publication. We also consulted on and assisted with content distribution.

Approach

We worked with the client to build a team of subject matter experts and advised on how to manage a complex project with multiple moving parts. There were a wealth of different topics and areas of expertise, so throughout the project we maintained a focus on brand values by having consistent content pillars.

Project management, SEO consultation & training

Our consultative approach helped the organisation refine its content marketing strategy and ensure blog topics were aligned with audience needs. However, the complexity of this project lay principally in its project management due to the number of subject matter experts invited to contribute to the campaign. We managed every aspect of the content lifecycle, from ideation to publication, including:

“I was really impressed with the content Hubbub created, and the collaborative way they worked with us.
With their dedication, creative insights, and unwavering commitment to delivering outstanding results, Hubbub is an outstanding partner, and we look forward to working with them on our next campaign.”

In-house marketing manager

We conducted thorough keyword research to identify topics that would perform well in search rankings and attract targeted traffic. By incorporating SEO best practices into every article, we enhanced visibility and ensure high engagement. Continuous optimisation included refining briefs based on insights gained during the initial review stage.

End-to-end workflow

Research and SEO

Topic ideation

We developed topics tailored to resonate with the client’s educator personas, which had a variety of needs, challenges and goals. Topics and titles covered practical classroom strategies and broader themes like sustainability and DEIB.

SEO research

Using Semrush, we performed SEO keyword research to ensure the topics and titles would be discoverable through organic search – and would not cannicalise existing content on the their website. We also explored search intent to understand suitability, “People also ask” questions and competing articles to ensure we were providing enough breadth and depth to our audience. This allowed us to uncover new topics and add depth to those we had suggested.

Production process

Project management

We reached out to dozens of subject matter experts, negotiated writing fees and set deadlines. Open lines of communication ensured writers felt supported and allowed us to manage expectations on all sides.

Briefing

Based on the topic ideation and SEO analysis, we wrote an open style of brief, inviting subject matter experts to include their own views, ideas and contributions. This helped provide genuine value and originality for the client’s audience.

Writing

External subject matter experts and in-house team members wrote the articles, introducing fresh perspectives and elevating content beyond generic resources.

Editing

Once articles were completed, Hubbub Labs applied our own strict editorial guidelines to shape each draft. We supported the writing team with editorial guidance, feedback and insight.

Delivery

To keep things manageable and clear for the in-house team, we delivered content in batches and applied feedback to reach a final draft.

Uploading

Once approved, we uploaded and scheduled articles in WordPress, ensuring a seamless content management process.

Campaign results

Hubbub Labs tracked the performance of the articles over time, measuring metrics such as SERP rankings, traffic, and engagement. The results demonstrated the campaign’s success:

Articles averaged 30,000 views per month.

Some exceeded 45,000 to 50,000 views.

Engagement metrics further underscored the articles’ impact, with visitors spending an average of 5:25 on each piece and sometimes as long as seven minutes. This indicates the articles are not only being discovered but also retain readers’ attention and deliver value.

Overall results exceeded expectations with a total of 1,155,255 first-month organic page views. Many articles achieved top positions on the SERP.

What’s next?

This campaign reinforced our client’s position as a trusted authority in the ELT industry, engaging educators worldwide and driving lasting impact through strategic content production and distribution.

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