CASE STUDY
Panattoni SEO Blogs
Client: Panattoni
Studio: Reach Marketing
Deliverables
Panattoni, a leading industrial and logistics property developer, required a number of long-form SEO-optimised blog posts.
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My objective with each piece was to inform and engage a professional audience, ranging from investors and occupiers to agents and policy influencers, while positioning the client as a thought leader in the sector.
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Every article was underpinned by thorough research, drawing on authoritative sources such as government publications, industry reports, and from Panattoni themselves, to ensure accuracy and credibility.
Tone of voice.
Tone of voice is critical to a successful blog post, striking a balance between professional authority and accessibility. My aim was to avoid unnecessary jargon while remaining detail-oriented, informative, and entertaining.
I structured the articles with clear sections, often beginning with a layperson’s overview before moving into deeper analysis. In this way, a wider readership could engage with complex topics such as commercial property rates, EPC requirements for warehouses, reshoring, and the prospects of the Europe logistics market.
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Editorial strategy.
My editorial strategy focused on thought leadership, long-term vision, and aligning client messaging with national and global market trends. By weaving industry insights together with the client’s strengths, I ensured that the writing consistently conveyed confidence, reliability, and expertise.
Panattoni SEO blogs in numbers.
Supporting graphics.
One often overlooked way of increasing the percieved value of the information within a blog, and increasing dwell time, is via the use of supporting graphics.
Alongside the writing, I also produced bespoke graphics for each blog. These visuals were designed not only to complement the content but also to add value by breaking down complex information into digestible formats. The graphics encouraged readers to engage more deeply with the subject matter, strengthening both the clarity and impact of the blogs.
Using AI (the right way).
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To maximise efficiency and output quality, I employed ChatGPT extensively to draft the blogs. I have developed strong skills in prompt engineering, enabling me to generate precise, relevant, and high-quality drafts tailored to each brief, with much greater speed than writing them from scratch.
From there, I applied my editorial experience to interrogate and refine the outputs, ensuring the final pieces met the required tone of voice, structure, and readability, whilst also achieving the required keyword density.
This combination of AI-assisted drafting and human editorial oversight allowed me to produce work that was both polished and efficiently produced, providing great value to the client.
Example ChatGPT prompt.
Compose an interesting and informative editorial article of around 1000 words (avoiding repetition where possible) giving a guide to reshoring, with particular reference to the UK. Give a complete overview of the topic, including history and terminology. The tone should be professional, detail-oriented, and forward-looking. Assume the audience is aware of the topic, but include a section early on giving an overview written for the layperson. The first part of the article should focus upon presenting information about the main topic, with the last part concentrating on presenting Panattoni UK as a leader in the industrial logistics warehouse industry. State how the COVID pandemic and the container ship Ever Given blocking the Suez Canal were key events in driving reshoring, and how Panattoni is perfectly positioned / aware of this to make it worthwhile to invest in. Structure the writing with clear sections, use precise language, use British English, and avoid bulleted lists. Integrate concepts such as benefits to the public, industry leadership, and long-term vision seamlessly into the narrative. Ensure the text conveys confidence, reliability, and expertise, with a focus on how the company’s actions align with broader industry trends and national challenges. Include the keywords "what is reshoring" at a density of 3%.
Tangible results.
The results were measurable: this content contributed to a 20% year-on-year increase in website visitors, plus a 25% increase in dwell time. This demonstrates the impact of research-led, strategically structured copy in driving both visibility and engagement.
