Project Cece - Blogging strategy

Meet the client

Netherland-based and female-founded, Project Cece brings 100s of ethical fashion brands in one place, with filters to help eco-conscious consumers find the right clothes for their style and budget (HOW.COOL.IS.THAT?!)

The brief

Project Cece needed the right blogging strategy to:

• reach new eco-conscious consumers organically (especially on Google but also via AI), driving relevant traffic to their e-commerce platform

• keep their current audience engaged

• build trust and grow their authority

The project

After familiarising myself with the brand and conducting plenty of research, I’ve started planning and writing blog posts for Project Cece’s main target audience (eco-conscious consumers) but also their top-of-the-funnel segment: those who are only just starting to open their eyes to the horrors of fast fashion.

The blog posts:

• are informative and educational but jargon-free: they answer their audience’s questions, shift their beliefs, or give them actionable tips on how to make more sustainable fashion choices while also positioning Project Cece as the obvious solution

• include the founders’ unique perspective, stances, and anecdotes, boosting their authority (both in the eyes of their human audience as well as Google and AI) and making them stand out against more generic articles

• are backed-up by data and reliable sources and, whenever possible, optimised for SEO

Some of the blog posts I’ve written for Project Cece:

• Is Buying Clothes on Vinted as Ethical as We Think?

• Enclothed Cognition: Dress to Think & Feel Better (Sustainably)

• I Bought ZERO Clothes for a Year. What I Would (Not) Do Again

• Best Ethical Netherlands Clothing Brands: Find Your New Faves

• How to Dress Up & Down (& Get MORE Out of Your Clothes)

• Ethical Summer Capsule Wardrobe: Guide to Look & Stay Cool

• Best Ethical Alternatives to SHEIN: Style Without Hidden Costs

Outcome and results

• Project Cece has experienced a huge growth in its organic traffic. For example, in 12 months, over 67% of their clicks from Google search alone came from their blog (109k out of 162k).

• Despite the overwhelming competition within the sustainable fashion industry, several articles have reached the coveted first page of Google, become a featured snippet, or been chosen as the answer to some relevant ‘People Also Ask’ questions (for example, at the time of writing this case study, Project Cece is on page 1 for relevant keywords like “how to find ethical clothes”, “ethical alternatives to shein”, “plus size ethical clothing brands”, “why switch to sustainable fashion”, and many more)

• Project Cece also started appearing in AI overviews and being recommended by LLMs like ChatGPT, reaching even more people

• The blog posts received lots of backlinks, including from extremely relevant and coveted industry publications and platforms like The University of Fashion, The Vegan Word, and Longevity

• By boosting their visibility and authority, they also opened the door to additional opportunities and media features

Basically, I don’t churn out the kind of content you can find on Fiverr or ChatGPT. I craft and deliver strategies that position you as the go-to in your industry