- Case Study -
Turning complex industry expertise into consistent marketing growth
The Client
An established UK payroll and umbrella services provider supporting recruitment agencies, contractors and businesses engaging temporary workers.
With more than 20 years of specialist experience and industry accreditation, the business operates in a highly regulated market where trust, compliance and clear communication are fundamental.
The Challenge
Frequent changes to tax and employment regulations meant the client's audiences needed reliable, accessible information to understand their responsibilities.
The opportunity was to move beyond simply promoting payroll services and build a marketing presence that positioned the business as a knowledgeable, trusted partner.
That required consistent activity that could translate complex developments into useful content, increase visibility, and create more opportunities to educate and engage recruitment businesses and contractors.
Our Approach
We developed an ongoing multi-channel marketing programme built around the issues that mattered to the client's audiences.
Our team monitored relevant industry and regulatory developments and turned subjects including payroll compliance, tax avoidance, National Insurance, umbrella regulation and CIS legislation into accessible thought leadership and educational content.
Blogs and resources became the foundation for wider activity across LinkedIn, email and newsletters, allowing individual pieces of expertise to work harder across multiple channels.
We also developed downloadable resources and campaigns around key regulatory changes, created service-led campaigns and sales collateral, supported employer-brand activity and reviewed the client's website to identify opportunities to improve its content and user experience.
Rather than treating each channel separately, we created connected activity around the questions and changes already occupying the client's audiences.
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LinkedIn Follower Growth
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LinkedIn Impressions
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Website Sessions
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Organic Search Sessions
Our Results
LinkedIn content also generated 328 clicks and 647 social actions, with an average engagement rate of 5.3%.
Importantly, educational and compliance-led content proved particularly effective. An accreditation-focused carousel generated the most LinkedIn clicks of any post during the reporting period, while FAQ content contributed to one of the strongest periods for both clicks and impressions.
Long-form content also attracted audiences across the customer journey, with leading articles driving traffic through both LinkedIn and Google.