What would you do with a blog that averaged 150,000 monthly views?
Do tons more to drive leads, our team decided unanimously back in 2016.
Up until that point, we merely invited readers to consume our blog content, which focused on the latest social media trends. Readers were free to enter and leave the premises at any time. We didn’t ask for visitors’ email addresses in return for access. Even if we wanted to use in-your-face dropdowns begging for an address, we had no special content to offer.
Resolved to do better, in 2016 we began creating premium content monthly. We published lengthier e-books, practical templates, and how-to guides; we also posted blog content pointing to those premium assets. And we hired a full-time inbound marketing expert to generate leads through landing pages and nurture those leads through an evolving set of email sequences.
The results came quickly. Our premium content brought thousands of downloads and our email campaigns turned into a sizeable amount of free trial activations and subscriptions.
Still, we were restless. Was this the best we could do? Within a year, we knew we were ready for something more … something bigger. Yet instead of going deeper into the funnel to garner more sales, we chose to focus on the top of the funnel. We came up with a content initiative that would establish us as thought leaders. And rather than build out our current content site – which had thousands of daily readers – we launched a new blog with zero traffic.
While our existing blog had just won a coveted spot on Social Media Examiner’s Top 10 Social Media Blog list (and was a great conversion engine), it lacked that “oooh, let’s see what Agorapulse says about topic X” factor. Our writing was solid, well curated, and helpful …read more
Source:: content marketing