Lindsay Mahon
Microban; The Cleaner Home Blog and Microsite.
Although Microban's antimicrobial technology is typically undetected by the naked eye, Microban no longer wanted to be the invisible half of partner products. Microban partners with brands like Bissell, New Balance and Moen, adding its ingredient in the manufacturing process to create cleaner, longer-lasting versions of their products. Despite its B2B status, Microban wanted to
provide consumers and future customers alike a digital experience separate from its flagship website to illuminate its presence in the products they already know and love. From that desire came the new, interactive microsite called "The Cleaner Home" - a virtual home experience that users could move from room to room with pop-up content and imagery to speak to all the potential uses for Microban antimicrobial technology throughout.
We also developed a new content marketing campaign for the Microban blog to drive traffic and improve organic search results. This content strategy was centered around ramping up content creation with an emphasis on SEO.
Through detailed content planning, keyword research, focusing on quality content, capitalizing on trending topics, blogger outreach, guest posting,
centered around SEO strategy for The Cleaner Home blog, a consumer-facing lifestyle blog that focused heavily on SEO to highlight content developed the blog content housed on the website that correlated with each home "hotspot" highlighted in the virtual home walkthrough, as well as educational pieces to spread awareness and bolster Microban's expertise as a leader in cleaner technology. Simplified language was employed to overcome the more complex aspects of the product and help change the conversation about antimicrobial in consumer homes.
