Content Marketing That Compounded Into Pipeline Growth
The Client
E. Meier Contracting is a commercial asphalt and concrete paving company based in St. Louis that serves businesses, institutions, municipalities, and homeowners associations. While they had been growing steadily through word-of-mouth and referrals, E. Meier’s leadership saw a gap in their digital footprint and engaged GBG to bolster their online presence.
The Challenge
While E. Meier had good brand awareness at the outset of our partnership, most website traffic came from branded searches containing the company name or directly from users typing in the URL. Without a steady cadence of email newsletters or social media posts, the website functioned more as an online brochure for prospects.
We took on the challenge: Transform an online sleeper into a digitally-fueled sales engine…without ad spend.
The Strategy
One of the big frustrations we hear from clients who come to us after working with other partners is that marketing companies always want to do a rebrand or change their logo, or they require them to invest heavily in paid advertising. Because we’re all about meeting clients where they are in their marketing journey, this isn’t usually the route we take. And in E. Meier’s case, it wouldn’t make sense to rebrand or change a logo, anyway—their existing assets were just fine, and the brand was already well known in the category.
E. Meier had the patience to play the long game with us. So we started revving up the content engine, making their existing assets better and creating a steady stream of thought leadership right in line with their personas’ QPFF-MAGIC (questions, problems, fears, frustrations, myths & misunderstandings, alternatives, goals, interests, and concerns).
Key components of our content marketing strategy:
- Optimizing core service pages for key terms like “asphalt paving” and “concrete repair”
- Developing educational blog content around ADA compliance, parking lot maintenance, and resurfacing
- SEO monitoring and keyword tracking
- Fleshing out case study content with keyphrase terms
- Social media for brand awareness and consistency
We emphasized middle-of-funnel (MOFU) topics in our blog creation to draw in prospects with more intent to purchase. While these topics often don’t attract as many sessions as those that are more top-of-funnel (TOFU), they do bring in users with higher purchasing intent.
The Results
We started our relationship in late 2022, with the content marketing program in full swing by early 2023. Two years later, the metrics tell a dramatic story of how investing in content marketing can transform a website from an online brochure into a sales engine.
| Metric | 2023 | 2025 | Growth |
| Organic Traffic (monthly) | 119 | 313 | 2.6x |
| Organic Keywords | 143 | 369 | 2.5x |
| Referring Domains | 91 | 282 | 3.1x |
| Non-Branded Traffic (monthly) | 2 | 172 | 86x |
| YTD Leads (quote requests) | 15 | 50 | 3.3x |
| Projected Annual Leads | ~39 | ~129 | 3.3x |
Organic Keywords, Jul 2023 – Jul 2025
Organic Traffic, Jul 2023 – Jul 2025
What These Metrics Tell Us
- Organic traffic: Nearly tripling website visitors brings more opportunities closer to the sales pipeline
- Organic keywords: Boosting site authority and ranking for more terms our audiences are searching when considering a purchase
- Non-branded traffic: This metric is mind-blowing—almost no one who wasn’t already familiar with E. Meier was landing on the website from online search before we implemented the content strategy. Now, visits from unbranded search comprise over 50% of the organic traffic pie
This is what can happen when:
- Content is built with buyer intent in mind and optimized for search
- Updates are made consistently
- Teams have the patience to let organic content work
Ready to Build Momentum Like This?
If you’re ready to shift from scattered marketing efforts to a system that fills your sales pipeline, we’re here to help.
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