SEO content support for the world’s largest brick manufacturer

Wienerberger is Europe’s largest manufacturer of clay roof tiles and the world’s largest producer of bricks. Their product range includes everything you need for walls, roofs and landscaping, and features a range of sustainability innovations.

The UK team needed ad hoc support to develop web articles that supported their SEO research and overall content marketing strategy. They brought me in to help them fulfil those goals and give their sales and marketing strategies the best possible push.

Mix of writing styles

The SEO research carried out by Wienerberger’s marketing team led to clear briefs, but the articles types that filled the gaps in their SEO strategies came in a number of styles. This required me to swap between technical, informative and lifestyle writing depending on the subject matter.

Topics included how bricks are made, what certifications a solar panel installer needs, specification systems and inspiration for garden paving layouts. It was a rewarding experience that leaned on my experience of content marketing for a range of different business types.

It also meant I could add value in a variety of ways and give the client a one-stop-shop for all their content, no matter how technical the product. Additionally, they could send me briefs in confidence knowing that there wouldn’t be additional training needed or any delays in delivery.

Jessica Connolly, Digital Marketing Manager at Wienerberger, said:

“We’re a complex and ever-changing industry, but I’m confident in Alex’s ability to support our team with fresh content that can be adapted for promotion across multiple channels.”

Ad hoc arrangement to suit the client’s needs

The Wienerberger team also benefitted from my flexible work arrangements. They needed articles on an ad hoc basis rather than having a consistent weekly or monthly requirement. I was able to accommodate that by being responsive, quick and accurate whenever a brief came in. 

Delivery of articles was always rapid so there were never any delays for the client – in line with my ambition to deliver a service that’s like having someone in the office with you full time.

Jessica said:

“Working with Alex has been a pleasure. His writing is high quality, in-depth and always on time. 

“Alex makes the whole process easy, from briefing to reviewing, and with an attention to SEO best practice that separates him from other freelancer writers.”