It was fortunate for us when Edrio, which provides high-quality smart and premium fashion athleisure wear in India and represents the 70 years legacy of India’s leading textile group Vardhaman called on us to our expert content writing services to improve their online presence.

“Ours is a team of dedicated members held together by the passion for delivering ultimate comfort and personalized athleisure and casual looks,” says Rakhi Oswal, Founder and CEO of Edrio. But, she adds, “We were clear from the beginning about our content needs. We wanted a content creation agency like our business, as a business passionate about writing as we are about our vision. But, equally important was to found an agency that could also understand and present our zeal for designing fashion with a purpose in our content.”

This case study is not quite about how Edrio found One Digital Land and our expertise in content writing and marketing services. Instead, it will focus on how ODL has significantly improved its website’s domain authority in a short span of fewer than five months. I will be breaking down the entire process of how we worked on their content creation, and marketing Edrio’s DA Score improved by 8 points from 7 to 17 from April 2022 to August 2022.

Step 1: Understanding and Breaking Up the Project

The process begins with understanding the project and what the client demands from us. We need to connect with the brand in order to create content for the brand. The DA score of a website if you focus on specific aspects of SEO. Of all these aspects, our services are mainly focused on:

Creating linkable content for the website through our blogging services;
Proving high-quality HARO writing services for improving your digital PR; and
Leveraging the full potential of social media with killer content.

So, we started working with our different teams specializing in all these three frontiers. And this is how we broke up the project. One team was working on the blog creation, the other on HARO writing services, and the third on creating posts for the social media service- Pinterest.

Part I: Blogs

Step 2: Creating A Blog Plan

After fully grasping the details of the project, we begin by picking up specific topics relevant to our client’s needs and brand positioning. We use SEMRush and AskThePeople and surf Google and Facebook groups to identify the most relevant and trending keywords topics.

In the case of Edrio too, we also picked a few topics using SEMRush we used all these platforms to determine topics that the target audience might be interested in.

The next thing to do is construct a blog post from all the information we have furnished. So, we created blog titles out of these broader topics that we had. Then, we make a list of these blog titles and keywords and share it with the client to get their approval. This enables us to select the best titles and guarantees that our writing does not become haphazard.

As in the above screenshot, you can see how we created a blog title list for August, along with an attached column containing keywords. This helps with all the follow-up tasks like competitor analysis and content auditing. But let’s not get these yet.

Along with these, we also add keyword volume to determine which keywords are to be used in the content based on their ranking and difficulty in ranking. You can also see that in another column in the sheet, as shown in the screenshot below.

These are the key ingredients we will use to create blogs that are meaty, more in-depth, and have higher SEO value.

Step 3: Prioritizing the Blogs

To prioritize a few among these titles, we generally prioritize based on their keyword difficulty and low, competitive ranking.

First, we check the keyword difficulty using the SEMRush keyword toolbar. The best keywords have the ideal balance of high volume and low difficulty rate. The above screenshot shows SEMRush can be used to get keyword difficulty.

We run these keywords through the same SEMRush keyword search to determine how competitive they are.

Now is the time to create a schedule where we can put up the dates when the blogs need to be finished and released as we have a list of potential themes akin to this:

Step 4: Pick Top Topics and Begin to Write

We have selected a handful of titles from our first, lengthy list of themes. The best titles are now picked to be published on the website (aside from those with a lot of competition).

Finally, it’s time to choose a theme and start writing what you want. It would be best to adhere to some rules I also follow. Here it is:

Be careful not to write something someone reads, enjoys, and promptly forgets.
Throughout, stick to a single central concept.
It must cause readers to think, “I should keep this for later use.”
We believe that 1500–3000 words should be the ideal length because we desire our articles to be concise.
Use graphics and photos.
Chunk up your content to make it more readable.
Support it with backlinks. Always include backlinks in your text because they have two advantages. Adding more persons or entities allows you to email them to share the content while giving your piece a more natural appearance.
If this article receives a lot of traffic, some of it can be used to divert to your earlier pieces, so link to them as well.

Part II: HARO

Step 5: Managing HARO Emails

Master emails and topic-specific emails are the two categories into which HARO emails fall. We handle both sorts of emails in line with our client’s preferences.

Since master emails are typically less focused, we make sure to select the appropriate topics at the sign-up stage, resulting in the client getting more topic-specific emails every day.

HARO sends a large number of emails every day. To prevent our clients from getting overwhelmed, we make sure that we manage such emails daily. As you can see in the screenshot above, HARO sends a ton of questions every day under different categories like Biotech & Healthcare, Business and Finance, Education, Energy, Green Tech, etc.

Step 6: Selecting Reputed Media Houses To Respond To

We select the relevant queries from the several hundred uploaded each day. Then, before replying to the media, we make sure to investigate them. We also make sure that the media outlets uphold the culture and values of our client’s company.

The media outlet must, above all else, be made visible to the client’s target demographic, which is something we take care of.

We take care to specifically respond to the HARO requests in which our client or their business has knowledge and expertise in order to maximize their chances of getting included.

In the case of Edrio, we created a sheet where we added all the selected queries for the day, including the journalist’s name and the media outlet. For example, the above screenshot shows four columns where we have added details like the date, media outlet, and journalist’s names, along with a summary of the query.

Step 7: Writing the Best Response

Now that we have selected the queries we need to respond to, we can begin crafting our responses. However, to earn quality backlinks, you must follow certain best practices. These are:

It can be tempting to play the number game by responding to as many HARO queries as you can give in abundance. Don’t. If you’re not competent to provide the solution, writers are considerably less inclined to use it. So only write responses to the queries where you have relevant experience.
Content has a distinctive point of view because of personal experience. It’s uncommon to find a brand-new subject to write about; more often, a fresh perspective. Because of this, media outlets prefer hearing about respondents’ own personal triumphs and experiences to inject a new perspective into the discussion.
Whether you choose to offer one or many ideas, make sure they are thorough and include a justification for your position. If you provide context for your thoughts, the reader will feel like they are learning something new from the writer.
Consider the volume of entries writers receive before you create a manifesto on the query issue. Even though you should ensure your well-developed responses, limit them to one or two short paragraphs unless the question clearly instructs you to do differently.
Take the time to read the instructions in the prompt properly. You must adhere to the standards that writers will provide, regardless matter how explicit they are.

Step 8: Sending the Response and Keeping Track of the Follow-ups

The last and most crucial step is sending the pitch PRIOR to the deadline. Be careful to send your pitch to the precise email address listed for each inquiry because it is unique. Then, we add the responses in the column just left to the summary of the queries, as shown in the below screenshot:

Part III: Social Media

Step 9: Creating a Social Media Plan

As our client wanted to focus on specific festivals and events, we identified such events to focus on. The next thing we need to do is produce creative ideas. The process can be seen in the screenshot attached below:

An important thing to do is to use an attractive image. Our graphic expert takes care of clients’ needs in producing the kind of images/infographics/GIFs that they want. Another essential element is identifying the proper hashtags, as they help your social media posts have adequate reach.

Step 10: Data-driven Social Media Planning

Social media is a dynamic platform where strategies must be changed from time to time. We understand that, which is why our strategies have been constantly dynamic.

While their total engagement grew from 1.86k to 3.47k from June 2022 to August 2022, their total audience grew almost thrice in the same period from 595 to 1.79k.

Not only did we help Edrio post good growth on Pinterest, but we also made sure that we analyzed the factors propelling this growth and integrated it permanently into our strategy.

Proof of Merit

With the approach we have outlined in the article, we were able to boost Edrio’s online presence considerably. These improved numbers were visible to us from July onwards in all the sectors of SEO where we worked:

A Ten Times Increase in Organic Traffic

With our structured approach in creating perfect content for the blog, Edrio’s organic traffic catapulted ten times from 471 in June 2022 to 4.1k in August 2022, almost ten-fold increase in just three months.

As shown in the above screenshot, the website’s keyword integration also improved, which has doubled from the time we began our association with the textile industry leader.

An All-time High Backlinks

Our focus on getting high-quality backlinks paid us a high-time in improving the DA score of the website significantly in the concerned period. The backlinks number reached an all-time high in August reaching 463, a considerable increase from the time when we took over the reins of content-writing work. Along with backlinks, referring domains have shown similar uphill growth, reaching 100 in August 2022.

Stacking up the number of backlinks rewards nothing if these backlinks are not from well-established publications. So, our focus is always centered on getting backlinks from reputed websites. This helps in the digital DR of the brand. As shown in the screenshot below, 36% of the backlinks achieved are from high authority websites with a da score of above 50. As we have created momentum for them by creating a brand image, we hope that Edrio’s website will not just be able to sustain this growth but ride high on it.

Killing it with the Social Media Content

Numbers speak for themselves when we say our social media content has no match and it certainly helps you get more traction, and over time, a huge one too. As already mentioned, the total engagement in August was at 3.47k with the total audience growing rapidly to 1.79k.

The Bottom Line

Rakhi Oswal, CEO of Edrio, came to us with an expectation that we would help them improve their online presence through our content writing and marketing strategies. However, she never thought of seeing such rapid results. “Our blogs are doing really fine, our social media engagement is at an all-time high, and we are also getting backlinks from higher authority websites. ODL succeeded in achieving what they promised to us, and that too, in such a short span. Their content-related service is laudable and unmatched”, she added.

If your company, too, is planning to overhaul its content writing and marketing strategy to drive more traffic to your website, you can avail of ODL’s expert services anytime. So, what else are you waiting for? Assert your business’s online presence with ODL today.

Case Study: How ODL’s Services Helped Catapult Edrio’s DA Score