FMCG – Shampoo
Website
Involvement
Content Creation, SEO
The Client
A flagship brand under the umbrella of a global consumer goods company. Renowned as a global leader in the hair care category, the brand specialises in addressing dandruff-related concerns through an extensive product line.
The Ask
The client aimed to explore scalp care, hair care, and dandruff through a series of articles. Each one should present verified, well-researched information in an approachable tone, subtly featuring client products. The objective was to provide expert insights and practical solutions, establishing the client as a leader and authority in the category.
The Challenges
- Crafting 200 articles on three subjects while infusing the correct SEO keywords, for practical, actionable, and relatable content.
- Navigating medical complexities and societal stigmas around dandruff and scalp conditions required empathetic writing.
- Distilling complex health issues into concise insights demanded expertise and integrity of dermatological research – differentiating between facts and opinions.
Our Approach
- Easy, digestible content – Content overlaps, long winded explanations, dry medical jargon – all these factors could potentially alienate our audience. We had to ensure that our content met international standards, with a tone that felt approachable to our Tier-2 audience. Catchy headlines, listicles, and interesting facts helped keep the content relatable, readable, and relevant.
- Verified content – Articles and information that was verified from established healthcare resources including white papers, research reports, and medical literature. We conducted extensive due diligence in our research to accurately capture the complexity and nuance of these conditions.
The Result
We successfully delivered 200 meticulously crafted and researched articles to the client. This influx of new and consistent content resulted in a substantial improvement in web traffic, increased organic search results, and reinforced the brand’s reputation as a recognized thought leader and authority in the realms of dandruff, scalp care, and hair care.