Born out of necessity during the first UK lockdown as, like many others, Original Kettlebell founders struggled to find the equipment they needed to stay fit. Passionate about keeping people active, in the tough times and the good, they founded an eCommerce store specialising in UK-made home gym equipment.
With extreme demand during COVID, Original Kettlebell needed a content team to cut through the BS and create a lean content strategy to get them into fighting shape as quickly as possible.
Original Kettlebell launched during a lockdown, which meant demand for their product was insanely high. They were busy doing all the jobs associated with setting up and running a new business but at warp speed.
Original Kettlebell had three core challenges with its content creation. First, like many other fast-growing businesses, they knew they needed content but didn’t have the bandwidth to do it themselves.
Second, with demand high, they needed a content team that would recommend the highest value pages for the site without pushing them to publish extra pages for the sake of adding words.
Third, they wanted a plan to set them up for success after the pandemic ended and the demand naturally slowed. They needed a strategic content plan and the team to implement it.
Despite its growth, Original Kettlebell was still a startup getting to grips with its costs, budgets, and the added complexity of delivering during lockdowns. In other words, they didn’t have an unlimited budget for content creation.
They needed an affordable solution focused on delivering the MVP to get them off the ground and through the initial growth stages. They needed us, a strategic content writing agency.
After chatting with a few agencies, Original Kettlebell found Strategically. We explained how our SEO content strategies worked — by understanding your business goals and target audience, we create a deeply customised, data-driven SEO strategy to power your sales — and they decided to give us a try. (Cue happy dance).
The goal was to create a streamlined content strategy for Original Kettlebell and then deliver the pieces of content that would add the most value for the business in the short and long-term.
After we’d conducted the keyword research and competitive analysis for the strategy, we recommended a simple two-pronged approach:
Simple, right? We didn’t waste time spinning our wheels on complex strategies that would take months to implement. Instead, we listened to the client’s business goals and designed a lean strategy to let them hit the ground running (pun intended).
But, while the strategy was simple, it was driven by data, and each page or exercise recommendation was recommended based on lucrative keywords uncovered in our research phase.
Since Original Kettlebell started working with us, “we’ve gone from 0 in revenue to over £1 million — in less than 12 months. And we rank top for around 300 valuable keywords.”
While many content agencies could have helped with the content creation, Original Kettlebell attributes the results to Strategically’s “willingness to listen, quick action, and deep understanding of the MVP model required for scaling a startup.”