How to Use Optimized Content Marketing Strategies to Explode Your Blog Traffic – A Case Study

Content is quickly emerging as an online marketing imperative arguably more than design or even SEO. Engaging, authentic and well-crafted content can enhance your corporate brand, position you as an industry thought leader and drive traffic to your site.
But ultimately, if your content doesn’t drive leads, it’s not working for you. The proof is in the pudding as they say and that is why Marketing CoPilot believes in testing, applying learnings and testing again.
We work with clients year-round to help them map their customers buying process and apply this insight to their website and online conversion tactics. And we recently did this with Total Retail Control (TRC), a leading provider of EPOS systems and point-of-sale hardware and software for retailers. We found, after testing several email campaigns, blog posts, and tracking downloads and pageviews on the website, the company’s message was simply not resonating with buyers. So the marketing and sales team regrouped and examined the key questions that prospects were asking in the sale process. By using blog content that addressed potential customers pain points at the beginning of the buying cycle (How much does an EPOS system Cost?) and areas relating to retail business profitability (Employee Theft and How to Prevent It), TRC saw a dramatic lift in blog pageviews (455% increase) and average time on page (121% higher than site average).

Prospective clients want to know how you are going to make their lives easier. Period.

If your website content doesn’t speak to customer pain points, it’s missing the mark. And this was true with TRC. Once we responded to client concerns and challenges, traffic started to explode.
Ultimately, we moved TRC’s online presence from a position that was product-centric to one that anticipated and addressed reader’s questions and concerns. We wrote about:

  • How to buy a point-of-sale system
  • How much does an EPOS system cost?
  • How to prevent employee theft
  • How the VAT tax rate will impact retailers

Suddenly, the site was getting hundreds of hits. People were reading the content and spending time on the site.
Specifically, we were able to:

  • Clearly define and articulate TRC’s value proposition
  • Design and implement a compelling conversion tool
  • Craft meaningful content that engages, develops a relationship and positions TRC as experts in the retail industry
  • Track deep, real-time analytics to demonstrate and analyze traffic patterns

This is just one example of how optimized content marketing can explode your blog traffic and your lead stream. Share your thoughts and reactions in the comment section below, and don’t forget to Tweet, Like and Share this post if you found it useful and informative.

Marketing CoPilot