Case Study: 600% Boost in Carbon Capture Brand Awareness

Introduction

Panther Fluids is a provider of drilling fluids management and oilfield services, based in Houston, Texas, and primarily serving the Gulf Coast region. 

Exploring new opportunities in carbon capture, utilization, and storage (CCUS), Panther looked to position its drilling fluids expertise for CO₂ injection wells. Highway 9 Consulting provided the content strategy to grow brand awareness and build trust in this emerging market.

Problem

Panther needed to increase brand visibility to better establish themselves as a topic authority and trusted business partner in the CCUS space.

Solution

To support Panther’s brand positioning, Highway 9 launched a targeted, multi-channel campaign. At the core was a blog series featuring 10 original and curated posts exploring key topics in CCUS, such as Class VI wells, which are used to inject carbon dioxide.

Results

Significant improvements to web traffic and engagement, such as a 600% increase in monthly page views on the Panther website and a 196% increase in average page view time. This engagement supported Panther’s broader goal of becoming a trusted resource in CCUS and reinforcing their expertise in drilling support for these projects.

How Did Panther Get on the Road to Carbon Capture?

Before getting to work on a content strategy that would specifically target the subject area of CCUS and Class VI well projects, Highway 9 Consulting assessed Panther Fluids’ current brand visibility and lead generation success rates.

Panther and its parent company, The Panther Companies, already held a strong presence across digital and SERP channels as an established provider of drilling fluids, solids control, haul-off and disposal, and equipment rental services. This was in part thanks to the previous website rebuild and ongoing SEO strategy provided by Highway 9. 

Due to its search engine optimized web copy targeting broad drilling services keywords, Panther’s website and blog regularly received strong organic traffic. However, Panther was not yet ranking for relevant CCUS-related keywords.

To change that, it was critical to develop, publish, and promote carbon capture-focused content. The intention of the content would be to both educate site visitors on the subject and establish Panther’s proven and reliable carbon capture expertise for sales leads.

Objectives for the Carbon Capture Campaign

Key objectives were identified for the carbon capture blog series, as well as a broader, multi-channel campaign strategy targeting the CCUS space.

• Establish Panther as a CCUS Thought Leader: By providing content strategically linking Panther’s core service offerings to the specialized requirements of CCUS and Class VI well projects, Panther’s real-world experience would be highlighted, better positioning the company as a knowledgeable and capable partner in this evolving space.

• Increase Web Traffic and Improve SEO Authority: Through search engine optimized blogs targeting specific keywords and strategic content promotion on social media channels, measurable increases in organic search traffic to Panther’s website and blog were projected.

• Generate CCUS Sales Leads: Increases in brand visibility and engagement with Panther through these multi-channel strategies were expected to contribute to a long-term rise in form submissions and qualified sales leads.

• Boost Social Engagement: Multiple social posts promoting the blog series would be created and published to LinkedIn and Facebook as a part of Panther’s broader social media strategy, generating interest and engagement through additional digital channels.

What Strategy Fueled Panther’s Carbon Capture Content?

Because multiple digital channels and platforms were planned to be utilized in Highway 9 Consulting’s overall campaign strategy for Panther Fluids, the campaign was developed and rolled out in stages across 2023 and 2024.

Writing & Promoting the Blogs

Executing the multi-channel carbon capture strategy began with the research and development of the blog series itself.

The 10 original and curated blog posts each discussed different topics and areas within CCUS, such as technology advancements, regulatory updates, and notable carbon capture projects happening across the U.S. Blog lengths ranged from approximately 500 to 1,300 words and were published to Panther’s website on a regular cadence across a 12-month period.

Each blog included hyperlinked CTAs to other pages and contact forms on the website and ended with short overviews of Panther’s relevant expertise and service offerings, promoting further engagement with the company and generating sales leads. Blog copy was optimized for search engine visibility and subsequently promoted on Panther’s social media channels, as well as through its quarterly email newsletter.

Building Long-Term SEO Authority 

Following the publication of the blog series, Highway 9 also designed a dedicated landing page compiling links to the entire series in one centralized location. This landing page created a streamlined, one-stop experience for website visitors looking for specific CCUS-related information, and could be repurposed as the destination URL for paid ads. By optimizing on-page copy and metadata for improved search engine visibility, the landing page aims to generate more organic search traffic to the website.

To further support Panther’s newly established position as a CCUS thought leader, a pillar page was developed as well to summarize all carbon capture-related content offerings on the website. This page also contains links to the blog series, but structures the posts in a topic cluster configured in HubSpot—considerably enhancing Panther’s SEO authority and boosting their ranking for relevant keywords in search engines over time.

Incorporating Social and Email Engagement

Over 30 social posts have been published to Panther’s LinkedIn and Facebook pages as a part of the overall carbon capture campaign strategy. These posts link directly to individual blog posts, as well as the landing and pillar pages, generating significant engagement and additional web traffic. 

In order to target more specific leads within the CCUS space, the blog series, landing, and pillar pages are regularly included in Panther’s quarterly newsletter as well, which is emailed to an audience of current and potential customers in the oil and gas industry, such as drilling engineers and drilling operations managers.

Results That Show Panther’s CCUS Strategy Is Working

Through the publication and strategic promotion of the carbon capture blog series, Panther Fluids continues to see immense lead generation and engagement results across their website and social channels. 

Strong Engagement with Blog Posts

Several blogs in the carbon capture series consistently rank as top-performing blogs for Panther, reaching over 800 total page views and achieving an average page view time of 5.3 minutes. 

Significant Boosts in Web Traffic

Individual blog posts in the series, as well as the landing and pillar pages, are driving significant organic search traffic for Panther. Between January 1 to June 2025, the blog series has generated over 9% of overall website views, up from 2% six months ago and marking a 600% increase in monthly page views for Panther. The series is also responsible for 16% of blog entrance traffic. 

Landing Page Performance

The carbon capture blog series landing page is the second-highest viewed landing page on the website, generating a significant portion of the web traffic to posts.

Rising Social Engagement Numbers

Following the publication of over 30 social media posts promoting the blog series, social engagement numbers have also continued to steadily rise.

Conclusion

Highway 9 Consulting’s multi-channel marketing strategies for promoting Panther Fluids as an established thought leader and experienced drilling services provider in the CCUS space have paid off. The blog series and related web content have achieved both significant short- and long-term results for Panther, including a marked increase in organic search traffic and enhanced SEO authority.

These efforts are continuing to support brand awareness and increase sales leads for the company over time. In 2024, Highway 9 received an HBMA Lantern Award for the success of the carbon capture blog series, further proving that creating high-quality web content, as well as effectively promoting it across digital channels, is a valuable strategy for building trust and generating demand for businesses.