An Ideal and Understandable Content Marketing StrategyBy Burkey Belser
July 28, 2015
Faithful readers of Marketing Sherpa probably bow out of the queue now and then, overwhelmed by the volume of data they present. There are 41 unread weekly posts in my inbox. But I thought this was an excellent case study you should read in order to understand the full scope and benefits of content marketing. That most professional service firms and associations don't think this way is clear enough to industry insiders like us…and you! However, we believe you'll find this an accessible plan. The case study connects content, analytics, SEO and SEM into a neat bundle. Here's a broad outline (not to replace reading the article):
- A resource rich for-profit site wanted to increase time on site with readers taking a deeper dive into content. Improving its bounce rate was a sweet side effect.
- The site received referral traffic through online publishers and social media but that traffic continued to use these sources to return users to the site rather than the site itself.
- Social media advertising and SEM campaigns were expensive. Visitors tended to bounce away from the site more quickly.
- The web team "added a third-party platform to the website that delivered dynamic content optimized through visitor analytics" based on user behavior, geography and social media trends. That platform was not identified.
- Content was then served up appropriately (easy to say, requires discipline to do) and the popular content was used in its advertising. Duh! But who does this?
- The takeaways were convincing: "If you asked me a year ago [what content] would be what we call in the office 'heavy hitters,' I would not have nailed them." She continued, "It does give us insight into not just what people are reading, but what content really resonates with them, and we use it for other marketing programs as well with choices of different types of content to promote."