Building a content engine to position a specialist firm as it’s sector authority.

Specialist & Executive Recruitment

45%

increase in organic website traffic

52%

increase in ICP LinkedIn engagement

52%

increase in ICP LinkedIn engagement

45%

increase in organic website traffic

1,300+

senior decision makers registered for webinar programme

1,300+

senior decision makers registered for webinar programme

The problem

A specialist executive search firm came to Antorium looking for lead generation. Its CRM database was under-used and under-performing. The business had deep sector expertise and a distinctive methodology, but no consistent content to prove it, and no clear way to measure what marketing contributed to pipeline.

Our approach

1.

Started with a full audit.

A review of all existing marketing materials, reports, the CRM database and website to establish what was working and identify where the gaps were.

2.

Defined what a qualified lead looks like

We set a lead scoring model and a KPI framework that measures MQLs, SQLs and pipeline.

3.

Built search foundations

A keyword strategy based on what target clients were actually searching for, supported by on-page optimisation.

4.

Sharpened the website positioning

We put the proprietary methodology and sector focus front and centre. Antorium wrote the copy and managed the build, so every channel had a credible destination.

5.

Planned and created the content engine

A content calendar tied every piece to the target audience and a commercial purpose, and we wrote and designed four cornerstone assets, including industry whitepapers and webinar takeaways.

6.

Amplified content across all relevant channels.

A dedicated amplification plan put the content to work across LinkedIn, the website and email campaigns, this was also extended into a live webinar series.

The results

The search foundations delivered first. Organic traffic rose 45% over eight months as the site began ranking for the terms target clients were actually searching for.

On LinkedIn, engagement from ideal clients rose 52% over 12 months. The content was reaching the right people, and more of them were choosing to act on it.

The webinar programme turned that attention into demand. More than 1,300 senior decision makers registered across five events, and the flagship session generated follow-up downloads equivalent to 38% of attendees, people actively looking to take the conversation further.

Most importantly, the event programme contributed directly to client wins, the clearest proof that content built on the right foundations turns into revenue. With a lead scoring model and KPI framework now in place, the business can see exactly which activity creates pipeline and where to invest next.

We build the outreach, the partnerships, and the commercial strategy that opens new revenue for your business.

Antorium works with ambitious SMEs to identify new market opportunities, build partner and affiliate networks, and develop the pipeline needed to grow revenue in a structured, repeatable way.

Selling well, but only to the customers you already have?

The first conversation is straightforward. Tell us what’s not working, and we’ll tell you honestly whether we can fix it.