How I helped a global brand relaunch their enterprise product’s content strategy and blog channel to deliver more — and more qualified — leads
BACKSTORY Client stakeholders realized their initial approach to their blog channel was too heavily driven by hollow SEO plays. They drew in plenty of clicks, but saw poor time on page, high bounce rates, and no traffic moving toward product education pages. They asked us to help them rethink their strategy and better position the brand as a partner for business solutions.
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Editorial, demand generation, SEO content strategy and copywriting
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Product marketing collaborations
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Public Relations, Brand, and Ghostwriting
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“We’re seeing significantly more time on page and more clicks into the solutions pages. Our emails show good reading and scanning and click-throughs, too. Anecdotally, I heard there’s more interest and confidence in approaching influencers for our webinar program now. Thanks for your partnership!”
CONTRIBUTIONS AND DELIVERABLES
We piloted a mix of new content, curated a short-list of existing posts we could repurpose or repackage into a demand gen program (or quickly edit to improve), then started writing for business impact.
Content audit
Content pitches and briefs
Editorial calendar planning
Research
Ghostwriting
Copywriting
Copy editing
INSIGHTS
Drive demand AND elevate the brand with more editorial and educational posts and fewer SEO plays. Why? They were underserving their social channels to build awareness and disappointing the blog audience by not sharing more valuable middle-of-the-funnel content. Plus, in time, with more traffic and more time on blog pages, SERP will follow.
Repackage product updates as solutions stories.
Take more time in the brief building and production process to cross-link and reference relevant external links to build more domain authority and invite customer journeys.
With more valuable blog content, you have the stories you need to create pipeline and a community of fans with more interesting, consistent email marketing.
Creative partners: Elaina Ilminen (copy); Abby Hoffman, Jin Yoon (design)