Project Cece - Blogging strategy & website copywriting

My strategic storytelling framework and blogging services helped this sustainable fashion brand position itself as an expert in its field and grow organically… like the cotton of some of the garments they feature!

Netherland-based and female-founded, Project Cece is a search engine for ethical fashion. It makes it a breeze for eco-conscious consumers to shop sustainably by bringing 100s of fairtrade brands in one place (HOW.COOL.IS.THAT?!).

The brief

When they expanded to the UK, Project Cece needed a content writer who could come up with a blogging strategy and write weekly blog posts to:

✅ rank higher and grow their audience organically

✅ keep their current leads engaged by sharing more in-depth content on their socials and newsletter

They also needed a new About page to really showcase how their platform could benefit their target audience.

The project

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

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

Most articles are based on a relevant keyword and optimised for SEO as well as backed-up with data and sources.

Here’s an example of the blog posts and topic ideas that I’ve generated for different stages of the sales funnel:

Awareness (for consumers who’re still figuring out why it’s important to move away from fast fashion and unethical practices)

• The Devil Wears… Ultra Fast Fashion. Do You?

• Fashion & Climate Change: What Planet Is Your Wardrobe On?

• The Problem with Fast Fashion: Cheap Clothes, High Hidden Costs

Interest (for those who’re now looking for ways to do better and need some context)

• Beginner’s Guide to Sustainable Fashion: Here’s Wear to Start

• How to Ditch Fast Fashion & Switch to Ethical Clothes: 10 Tips

• What Is Circular Fashion? Don’t Be a Fast Fashion Square!

Desire (for those who’re even more intrigued but still need to know a little more about the world of sustainable fashion and understand different options) 

• What Are the Most Sustainable Fabrics? Oh, Sew Eco-Friendly!

• Polyester vs Recycled Polyester: Is the Latter Eco-Friendly?

• How We Select the Best Ethical Fashion Brands for YOU

Action (for prospects who’ve pretty much got their debit cards out and are now looking for a specific type of ethical clothes)

• Sustainable High Heels: Best Brands to Elevate Your Outfits

• Best Ethical Plus Size Brands in the UK & Beyond

• 5 Best Sustainable Swimwear Brands for a Guilt-free Swim

As for their About page, I’ve focused on welcoming their audience into their brand story, journey, and mission. Unlike the website copy of most ethical brands, we didn’t waste their time with the same meaningless buzzwords, repetitive ‘our values’ sections, and long company histories.

Their audience (=eco-conscious consumers) are the hero of the story, and Project Cece is the no-brainer solution that’ll simplify their life and allow them to reach their happy ending (=finding the right ethical clothes for them without feeling lost and overwhelmed).

The founders’ story is only there to show their audience that they used to be in the same (fast fashion) shoes: they wanted to make more ethical clothing choices but struggled to find the right options. After all, these small sustainable stores used to be scattered all over the web. That’s why they created this platform for them.

“Basically, we've done the hard work so that you can find sustainable products as easily as possible.”

Then, the core of their new About page focuses on how this platform can benefit their audience in practice. We then proceed to show them how Project Cece and the person reading that page can “make a difference for ethical fashion together.”

Outcome & results

✅ Thanks to my blogging services, Project Cece has experienced a growth in its organic traffic. In fact, 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, here are some of the keywords for which Project Cece’s blog is now showing up on Google’s first page (at the time of writing this case study for ya):

✅ At the same time, these blog posts helped the Project Cece website attract juicy backlinks, including relevant publications within the sustainability industry such as The University of Fashion, The Vegan Word, and Longevity.

The actual blog also became one of their top 5 most linked pages out of… well, over 20,300!

Basically, as well as generating more relevant traffic, these articles have helped Project Cece establish itself as a go-to platform for ethical fashion.

The feedback

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