How The Loop Marketing Created Educational Content that Drives Traffic

Allegiant Fire Protection delivers design, installation, service, and maintenance of fire suppression to fire protection systems throughout the Chicagoland area to help businesses defend their greatest assets from disaster.

As their digital marketing agency, The Loop Marketing identified that one of the industry’s most potent lead generators is the utilization of educational content that informs and drives sales.

Working alongside Allegiant Fire Protection, The Loop Marketing developed instructional content built around fire safety for businesses designed to raise online brand awareness, attract targeted leads, and increase website traffic.

Fire Extinguisher Guide

The Challenge

Allegiant Fire Protection’s digital identity needed to separate itself from other fire protection companies in the Chicagoland area. Targeting an audience of building managers and business owners, the company’s content marketing strategy needed to attract their ideal client using SEO best practices.

Content marketing drives audience engagement through strategic storytelling and informational content writing. For Allegiant Fire Protection, this included developing written content that best identified the needs of their target audience while increasing brand trust. At the time, Allegiant Fire Protection’s content did not combine both goals into one piece.

The Solution

Developing an effective piece of content requires multiple elements working together for maximum effectiveness. This includes keyword research, SEO optimization, traditional research, audience analysis, graphic design, and written copy. We began our work for this particular piece of content by first identifying Allegiant Fire Protection’s target audience and related keywords. We outlined the topic and began researching fire extinguishers for business.

For the written copy, we focused on three major areas:

1. Educational Insights for a Defined Target Audience
2. SEO Optimization for informational keyword searches
3. Increasing Brand Awareness to Target Leads

Research needs to be conducted on two fronts to create a piece of informational written content. The first is research focused on content that already exists based around the topic, and the second is research focused on the topic itself. In this particular case, the research centered around fire extinguishers for business.

While researching other content in the field, we first identified that a lot of the educational content was limited in scope. Some pieces focused on OSHA guidelines; others concentrated just on the types of fire extinguishers. 

The Loop Marketing content team decided that creating an all-in-one fire extinguisher guide for businesses would deliver key performance results that reach all of our content goals for the piece.

Research for the Ultimate Guide to Fire Extinguishers concentrated on information from official fire protection agencies such as the Occupational Health and Safety Agency and the National Fire Protection Association. These resources provided educational information scattered across numerous articles that our content team combined into one inclusive piece of content.

During the writing of the Ultimate Guide to Fire Extinguishers, we targeted numerous long tail and short tail keywords. These include “fire extinguishers for business” and “fire extinguishers for small business.” Our client did not sell fire extinguishers directly, but we still pursued a strategy that included both “transactional” type searches along with “informational” types.

Once the written copy was complete, our graphic design team worked alongside our content team to deliver custom images that provided visual content and a downloadable poster for educational purposes and increased brand awareness on search engines.

We believe every piece of content should look professional and trusted, so we went the extra mile in creating not just excellent written content, but integrated graphics that users would trust overall to deliver the best answer to their questions.

Since these images provided specific information related to a fire extinguisher, the target was to raise brand awareness by incorporating Allegiant’s branding to every graphic as they appeared on Google’s image search.

The Results

Clear inferences from SEO optimization take anywhere from six months to a year, but within two months of publication, Allegiant Fire Protection and The Loop Marketing are already seeing positive results from The Ultimate Guide to Fire Extinguishers publication.

Month over month, page views for the piece have grown by 700% and the page is ranking for 132 unique keywords.

The Ultimate Guide to Fire Extinguishers currently ranks in the top 10 for five crucial keywords, including top 3 for “fire extinguishers for business” and “fire extinguishers for small businesses.” Custom graphics from the guide also appear in Google Image Search results.

The page engagement is very strong, as the time on page over August 2022 was 4 minutes and 48 seconds, giving us the conclusion that the information on the page was valuable and read thoroughly.