BICONI: NATURAL ASIAN COSMETICS

Ebook Marketing

I like that Sarah is easy to work with, helpful (going beyond what’s required), detailed and thorough. She solved my content problem really well, breaking the plan down into bite-size chunks while providing me with step by step strategic instructions. This gives me the courage to do this by myself in the future.

Wendee

CEO, Biconi

Biconi is a natural cosmetics company based out of Singapore. Their specialist skin care and hair care products, blend traditional Asian ingredients with virgin coconut oil and high-grade essential oils for fantastic results.

The Challenge

I introduced my services to the CEO and founder, Wendee, after seeing she was looking for a content writer to create regular blog posts. After initial discussions with Wendee and an assessment of their content hub, I found that the site already had 300+ articles that were underperforming and questioned producing more content until there was a clear strategy in place to support it. Through guided planning sessions, we discovered a need to focus on their hair care customer the most.

The Impact

Having seen how successfully their hair loss shampoo works for both men and women around the world, the mother and daughter team wanted more people to recognise and experience the incredible healing power of their special formula.

The Work

✔ Content planning and strategy

Including worksheets and discussion to help Wendee understand her business and audience needs for content. The result was a desire to focus on their hair care customer, who they would shortly be marketing their new shampoo too.

✔ Content audit and inventory

Evaluation of existing content suitability against the goal and identifying gaps in content quality and subject matter important in driving customer awareness and conversions.

✔ Repurposing content

Editing shorter hair care articles and duplicate content into high-quality long-form content (1000-2000 words) which Google places higher than short-form content. By repurposing content, instead of creating from scratch, we were able to keep costs down on blogging and reinvest the money in additional content formats, like a targeted ebook to assist with audience education, lead generation and funnelling audience groups to the revised product landing page.

✔ Ebook marketing

To position Biconi as an authority on natural hair loss treatment and reassure readers on the natural credentials of ingredients used. Plus, act as a lead generation tool to build a list of targeted subscribers for remarketing.

✔ Copywriting

Of the ebook and marketing/ lead nurturing materials, including landing page copy for the website and Amazon publishing platform, and an email marketing series for after subscribers signed up.

✔ Guest blogging guidelines

To assist with approaching bloggers and publishers with content ideas to reach a broader audience and gain linkbacks to the hair care content to improve search results rankings.

Ebook Marketing

Biconi is a natural cosmetics company based out of Singapore. Their specialist skin care and hair care products, blend traditional Asian ingredients with virgin coconut oil and high-grade essential oils for fantastic results.

The Challenge

I introduced my services to the CEO and founder, Wendee, after seeing she was looking for a content writer to create regular blog posts. After initial discussions with Wendee and an assessment of their content hub, I found that the site already had 300+ articles that were underperforming and questioned producing more content until there was a clear strategy in place to support it. Through guided planning sessions, we discovered a need to focus on their hair care customer the most.

The Impact

Having seen how successfully their hair loss shampoo works for both men and women around the world, the mother and daughter team wanted more people to recognise and experience the incredible healing power of their special formula.

I like that Sarah is easy to work with, helpful (going beyond what’s required), detailed and thorough. She solved my content problem really well, breaking the plan down into bite-size chunks while providing me with step by step strategic instructions. This gives me the courage to do this by myself in the future.

Wendee

CEO, Biconi

The Work

✔ Content planning and strategy

Including worksheets and discussion to help Wendee understand her business and audience needs for content. The result was a desire to focus on their hair care customer, who they would shortly be marketing their new shampoo too.

✔ Content audit and inventory

Evaluation of existing content suitability against the goal and identifying gaps in content quality and subject matter important in driving customer awareness and conversions.

✔ Repurposing content

Editing shorter hair care articles and duplicate content into high-quality long-form content (1000-2000 words) which Google places higher than short-form content. By repurposing content, instead of creating from scratch, we were able to keep costs down on blogging and reinvest the money in additional content formats, like a targeted ebook to assist with audience education, lead generation and funnelling audience groups to the revised product landing page.

✔ Ebook marketing

To position Biconi as an authority on natural hair loss treatment and reassure readers on the natural credentials of ingredients used. Plus, act as a lead generation tool to build a list of targeted subscribers for remarketing.

✔ Copywriting

Of the ebook and marketing/ lead nurturing materials, including landing page copy for the website and Amazon publishing platform, and an email marketing series for after subscribers signed up.

✔ Guest blogging guidelines

To assist with approaching bloggers and publishers with content ideas to reach a broader audience and gain linkbacks to the hair care content to improve search results rankings.

 The Approach

Four Steps to Success.

BRIEF

THE CHALLENGE

UNDERSTAND

WHAT MATTERS TO CUSTOMERS

l

CREATE

PURPOSEFUL CONTENT

MARKET

FOR LONG-TERM IMPACT

WHAT’S YOUR Challenge?

Tell me what you’re struggling with using a simple order form and briefing process. Once you’ve submitted the form, I’ll be in touch to chat through your brief before providing a quote.