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As Europe's leading distributor of maintenance, repair and overhaul (MRO), Brammer boast some four million product lines. For the launch of their new e-commerce site, Brammer needed search-optimised content to be created for their core product categories.
Our brief was to write content that would:
We conducted in-depth interviews with their product managers to understand the key technologies and differentiators in each product category, as well as the search behaviours of their audiences.
Embracing our "bye2boring philosophy", we uncovered the human angle behind the applications of these complex products. This led to some genuinely fascinating discoveries about how Leonardo Da Vinci inspired Brammer’s range of bearings.
With the insight from our interviews (and some geeky anecdotes), we completed keyword research for all 16 product categories.
This in-depth process saw us identify target keywords for both page copy and metadata. Here a balancing act was required; pinpointing customer intent and prioritising strategic objectives while avoiding prohibitive competition.
With our keywords approved by Brammer’s product managers, we got stuck into the copywriting. Another balancing act between SEO and brand messaging.
Our challenge here was articulating functional and emotional benefits while optimising for our chosen keywords - all in Brammer's tone of voice.
We completed the copy to a tight deadline, and our thorough research phase meant minimal amends.
Channel Director, Brammer UK
"I was really impressed by how quickly Freestyle got to grips with our technical products. They took a meticulous approach to researching and optimising the content, from interviewing our experts to turning copy around to tight deadlines."
Upskilling internal teams is an important part of our content service at Freestyle. We can do this in several ways: with workshops, audits, or guideline documents.
For Brammer, we created detailed copy guidelines for each level of their site, meaning all content producers had a consistent structure to work from for on-page copy and metadata. This document was distributed around the business in the UK and internationally.