Later Resource Hub:
Revival Project
Work In Focus
In 2023, Later’s Content Marketing team took on a goliath-sized project: completely redesigning and revamping our Marketing Resource Hub.
With two primary goals — to increase organic search traffic and acquire marketing-qualified leads — we set about transforming our hub. The project, which took under 6 months to complete, was a collaborative effort across our content marketing, copywriting, SEO and design team.
To call it a glow-up would be an understatement!
Results
9.8M
Organic Search Sessions in 12 months post-revamp
100K+
New Leads Acquired in 12 months
230
New or Updated Gated Content Offerings Published
416%
Increase in Social Traffic to Resource Hub content
Building on Foundations
Later’s Resource Hub always had great bones — we knew it had the potential to serve our community and contribute to our business goals. However, everything from our content offering, design and site layout, and SEO optimisation needed improvement.
My role as Content Director was to critically analyse our strengths, weaknesses and opportunities with the Resource Hub, and deliver a project go-forward plan and content strategy that would meet goals.
The Before. Later's Resource Hub, 2020-2022
Later's New Instagram Captions Library, Aug 2023.
Focusing on SEO
Our new content strategy focused on SEO opportunities and driving organic traffic. We created content (guides, reports, templates, checklists, infographics, and more!) based on SEO research and strong keywords.
Created entirely from scratch and based on extensive SEO keyword research, our Instagram Caption Library was launched in August 2023 and amassed over 1M organic search sessions within the first month of launch.
Working with our talented design team, we wanted to unify our art direction and branding across the Resource Hub.
Creating a cohesive look and feel across all our gated and ungated content brought the pages together, and the styling was continued across our social channels.
Over 200 pieces of content were fully updated with content and design enhancements.
Creative Redesign
Lead Acquisition & Nurture Flows
We optimised how our users could access our gated content and included form fields that supported our lead nurture and data intelligence needs.
This resulted in a significant uptick in lead acquisition and a more personalised lead nurture flow for our audience.
We also complied with all GDPR (UK) and PIPEDA (CA) compliance and regulations with all lead capture forms.
ADDITIONAL TALENT:
Content Marketers: Monique Thomas, Jess Worb, Alyssa Gagliardi, Amanda Demeku, Hannah McInnal
Designers: Martina Freyer, Bianca Chubb, Poppy Higgins, Euan Murphy
Copywriters: Valerie McEachen, Nourhan Martin
SEO: Jessica Cadena Huynh, Kaitlyn Shore
Email Marketers: Victoria Baova, Lena Abdulla
Web Developers: Rafa Olivarria, Graciela Alaniz, Geoff Dabu, Shiela Morfe, Brytani Bedard