Harnessing the power of search.
How a corporate blog became a destination for millennial moms
In 2019, Corteva Agriscience, a global pure-play agriculture company, launched Plate-Wise: a blog designed for millennial moms to get their questions answered about the food they feed their families. This blog gives moms the straight facts they’re looking for straight from parent scientists at Corteva.
Without the fluff, this blog addresses topics that are sometimes confusing or prone to misinformation — think GMOs, processed foods and healthy diets, and the true meaning of terms on food labels, like “organic.” Plate-Wise provides timely tips that are relevant to trends in food and healthy eating, such as growing a home garden and involving kids in food selection to help them make balanced meal choices.
The power of SEM and SEO to get noticed
By 2020, the blog’s audience had grown to a reach of more than 3 million. Yes, 3 million. But how would moms end up on an agriculture company’s website for facts on food? While the great content is a driver of the blog’s success, the strategic search engine marketing (SEM) and search engine optimization (SEO) program that informs and supports it also plays a large role.
Using targeted paid search efforts, the blog is advertised to moms searching for related content, jumping Plate-Wise higher on the list of search results. Through careful efforts planned to help moms identify Plate-Wise as a credible resource for answers, the blog sees an average click-thru rate (CTR) of 0.51% from paid search, consistent with the industry average for this type of combination targeting campaign.
Paid search also is bolstered by organic optimization efforts that help the blog show up for questioning moms, even without the benefit of paid media dollars. No matter how visitors reach Plate-Wise, they consume an average of two articles per visit, letting us know if they find the content valuable and whether they’re interested in learning more. When visitors come in through organic search, they review three pages per visit — telling us that these folks have determined that our site answers their questions and they want to dig deeper.
The power of search analytics to help pick the right content
How does the blog choose topics that are likely guaranteed to resonate with millennial moms? Again, through search. Search analytics tools help inform blog authors what questions people are entering into search engines. By taking a look at the top searches, blog authors can directly answer those questions and provide the science-based facts moms want as they wade through the web.
“With an emphasis on search, Plate-Wise has helped cement Corteva as a strong, credible and trusted source on food, science and lifestyle topics,” said Mandy Wiley, enterprise content strategist, Corteva Agriscience. “This has had a wider spinoff effect for Corteva.com more broadly, helping to build our authority and quality scores.”
About the Authors
Andrea Bolyard’s public relations experience spans technology and sustainability, manufacturing and agriculture. Currently, she leads our public relations efforts for Corteva Agriscience’s corporate communications and sustainability. From product launches to events and trade shows, meeting influencers where they are, and giving them what they need are cornerstones of her success. She knows the story angles that capture attention. When not telling brand stories, you’ll most likely find her with her dog, Louie, or on the running paths of Milwaukee training for a race.
A member of our SEM/SEO team, Sal Librizzi brings his expertise in search to a wide variety of clients at Bader Rutter including Corteva Agriscience, Douglas Products and Case IH. Beginning his career in account management, Sal’s passion for search stems from using data to make informed decisions on how to reach audiences and understanding search behavior. When not working to optimize your paid and organic search strategy, you can find Sal making playlists, watching the Milwaukee Bucks or Liverpool games, and cycling around the Milwaukee area.