Alce Nero is one of the leading Italian brands in organic food. It brings together organic farmers and processors, offering a range of 400 products online, in large-scale distribution and specialized stores. Environmental responsibility and respect for the people are the key values of the brand.
During the pandemic, Alce Nero promptly responded to the changed macroeconomic context through an integrated digital strategy. In particular, ecommerce and stock, able to withstand the intense pressure of the market, have allowed the brand to grow despite the new global scenario.
The lockdown has revived people’s desire to prepare meals at home with genuine products. The brand has positively faced this challenge and has managed to create a direct line with those users interested in the topic of food, nutrition and product quality.
In this process, it was a priority to build an Editorial Content Strategy, designed from an SEO perspective, in collaboration with the Stories team to achieve some main objectives:
The project was divided into several steps, the main ones being listed below. In 2021, Storeis supported the client in the revision of the contents already in the plan but starting from December 2021, an SEO analysis was launched on the specific competitive scenario, then traced back to the selection of the most interesting topics, contents, and authors most relevant to the strategy. This approach was instrumental in delivering the 2022 Editorial Content Strategy.
In particular, we have launched the following work streams:
Topics and editorial cuts have remained in line with the attitudes and tone of voice of the authors who collaborate with Alce Nero but have acquired an SEO perspective.
The first results arrived already in April 2021 and since then the growth has been constant and progressive.
In particular, the surveys of the last quarter (March-June 2022, compared to the same period of 2021) showed extremely positive results:
“Fatti di Bio” Area
Also at the process level, there is a considerable improvement, which takes the form of setting up a more agile and efficient workflow.