Chinburg Properties | Website
Description
Chinburg Properties, Inc.is a fully integrated development and construction firm with over 20 years of experience in New Hampshire, Massachusetts, and Maine. In addition to new home construction, the Chinburg portfolio of services includes: general contracting, construction management, renovation and restoration, commercial and residential rentals, and property management. In this case study we’ll outline how Vital implemented a content-based inbound marketing strategy in order to reach Chinburg’s goals.
Challenge
Chinburg Properties is not only focused on new home construction, but they also develop historic mill buildings into residential and commercial rental space. When the project started, Chinburg Properties managed a total of six rental properties—each of which had its own website on its own individual URL.
The first exercise here was a branding exercise to unite all six of these properties under one consistent brand architecture. Before Vital, the six different properties were individually branded, as opposed to branded under the Chinburg name, so we first dealt with uniting the brands. It was important to provide users with a uniform experience across all of Chinburg’s rental properties.
Solutions
Vital drafted a content strategy focused on writing new blog posts and web pages. During the course of the inbound marketing program with Chinburg, Vital created over 50 new pieces of blog content and web page content. Additionally two new eBook landing pages and a 4-minute video were added to the website.
Vital wrote news posts about new home developments, green building technology being used on their homes and new homes they recently finished construction on.
Impact
The goal of any inbound marketing strategy should be to increase leads.Therefore, improving lead generation was a key focus of Chinburg’s content strategy.
Before
- Average Leads at Start of Digital Marketing program: 27/Month
- Average Leads 12 months in: 48/Month
- 77% Increase in Overall Leads
After
- Average Traffic at Start of Digital Marketing program: 2,500/Month
- Average Traffic 12 Months In: 6,960/Month
- 178% Increase in Overall Traffic
