Creating content that matters is always the goal but when the opportunity to make a real impact on people’s lives comes up, you grab it with both hands.
Shift.ms is a network for people with multiple sclerosis. Founded by those living with MS (MSers) for others living with MS, the charity supports many thousands of recently diagnosed people across the world as they make sense of MS.
Approaching Honchō for help with the visibility of their website, we knew that the greater the success of our campaign, the more we could genuinely benefit people in need. With this in mind, our strategic objectives were to increase visibility for MS terms to support people at all stages from symptoms to diagnosis and living with the condition. We were to create content to help family, friends and carers wanting to find out more information, and to drive traffic to pages that contribute to driving conversion.
The challenge of this was to use open, honest, and informative language in content that humanised the stories around MS and made it more accessible whilst still being accurate and causing no harm, distress, or offence. It was imperative that this content was medically viable and so was always sense checked and signed off by a professional MS nurse to give it the authoritative stamp.
Our tactical objectives were to become the go-to place for all MS information by achieving page 1 rankings for core MS terms and across the core categories.
There was both a lot of trust in us and a lot of trepidation about what we were to do. The site had built itself up as a community hub where individuals shared stories and advice together, leaning on one another for support, but this meant it wasn’t particularly targeted or widely visible. We didn’t want anything we created to be detrimental to this and so we had to speak to people within the community to really understand what they wanted, and needed, from this content.
The CEO and some of the key stakeholders we spoke with were people living with MS. We had to build a relationship that allowed us to merge emotion, fact, and data together to deliver something that was in keeping with the charity’s mission and values.
The campaign enabled them to support more people through their journey.
“Shift.ms is thrilled to have been partnering with Honchō over the past year. As a small but fast growing charity, we value the personal and highly tailored approach that Honchō offers and the enthusiasm that the Honchō team has demonstrated since our very first meeting. The time taken to truly understand our platform and goals has been equally impressive. We’re really excited to work with Honchō as an extension of the Shift.ms team and through this partnership, improve Shift.ms’s visibility and opportunity to reach our key target audience.” – George Pepper, CEO, Shift.ms
We were ecstatic to hear our campaign ‘Ranking for a Cause’ for our client, ‘Shift.ms’ has been shortlisted in this year’s Content Awards. Not just because it recognises the work that our team put into this campaign, but also because it further helps with the awareness of such an important and valuable campaign.
- From January to July, we grew the number of top-ranking keywords from 24 to 66.
- The new sections have driven an additional 12,362 sessions since going live in March – July.
- The newly created pages are ranking for 241 new keywords with a monthly search volume of 103,580 organic searches in the United Kingdom in just a 3 to 6 month period.
We are so pleased to have received recognition for the hard work and dedication from across the team and the accolade is a testament of the Honchō approach.
Now, we’re keeping our fingers crossed for the big night!
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Meet connected search agency, Honchō.
A bit about us…
Honchō is an award-winning connected search agency.
We deliver outstanding digital marketing campaigns to maximise your website’s performance in search engines, and convert more customers. We offer a connected search approach, combining SEO, Content Marketing, Digital PR and Paid Media. As a Google Premier Partner you can be assured that our Paid Media team have the know-how and the experience to increase your ROAS from paid media channels like PPC, Shopping, Display and Paid Social.
Connected search ensures not only efficiency of budget spend, but delivers an intelligent, audience-first approach to search.
Our connected search approach eliminates excessive and ineffective ad spend, allowing for reinvestment of budget in areas that will deliver greater impact.