POET is the world’s leading biofuel producer based in Sioux Falls, South Dakota. Unfortunately, their competitors in traditional energies have been able to manipulate organic search by planting misleading information about the negative effects of biofuels on a car’s engine. In order to penetrate the U.S. fuel market, our client needed to appeal to the household decision maker (women) and the noise maker (Millennials).
Organic search was cluttered with outdated, negative, and false articles about biofuels and their social platforms were relatively quiet with little to no post engagement and growth.
The written materials did not include any SEO and were only being posted on the company website or within their social feeds. The content being created and posted on each of the social platforms did not speak to the correct targeted demographic and wasn't created in a way to optimize the users browsing habits on each individual platform. "What works on one, may not work on another."