Overview
An example of a content marketing campaign I developed to improve brand visibility, build brand authority and drive engagement. This example is one of several content marketing campaigns created under a larger content strategy that combined a mix of informational topics alongside highly valuable and “high-intent” content for customers across different stages of the buyer’s journey.
Objective
Increase website traffic and engagement from target audience, build authority and drive brand consideration. Capture top-of-funnel marketing leads and push to subsequent lead nurturing campaign into sales-qualified leads.
Strategy
Develop original, informational-intent based content that attracts key audience segments across multiple channels and formats.
Goals
Improve brand visibility on organic search listings; drive interest and engagement with key audience segments; convert visitors into subscribers and nurture existing subscribers with valuable information
KPIs
Brand Visibility – Organic Impressions, Keywibord-Based Page Rankings, Web Traffic, Click-Through Rates
Engagement– Page Views, Avg. Session Duration, New vs Returning Visitors, bounce rates
Conversions – Downloads, Email Opens and Clicks, Social Media Shares, Form Submissions/ New Contacts
Deliverables
Web pages, blog posts, advertorials, slideshow presentations, .pdf downloads, social media posts and marketing emails.
Slideshow presentation
Campaign Results
When we compared user engagement KPIs with historical trends, the campaign performed significantly better. Here are a few notable metrics.
Conversions from form fills were 110% higher
The average bounce rate was 64.81% lower
Session duration more than doubled
Conversions from form fills were 110% higher
The average bounce rate was 64.81% lower
Session duration more than doubled
Traffic
Content distribution drove traffic through social media, referrals (traffic from backlinks), email marketing and organic search listings, which accounted for the largest share of traffic.
In order to improve visibility on SERP listings and capture more organic traffic, the SEO strategy focused on increasing our position using high-performing keywords related to common search queries. Here are a few organic traffic metrics:
16,135 IMP
From keyword-related search queries
822 Clicks
with an average CTR of 9.7%
6.41 SERP
Average position on search listings
Marketing Portfolio 