4 CONTENT MARKETING SUCCESS STORIES
If you read our previous articles, “What exactly is content marketing?” and “What are the benefits of content marketing?”, you are probably already convinced that effective content marketing can reap rewards for your business such as higher search engine rankings, greater brand recognition, higher authority and increased sales.
But you may still be wondering what measures are effective and how long it takes to see results. For your reference and inspiration, here are 4 content marketing case studies illustrating the measures taken, time spent and success enjoyed by companies in various fields.
Qualtrics, a research software company, created a B2B content marketing campaign to gain sales leads and position itself as an authority in Voice of the Customer (VoC) programs. The content was a 20-page white paper that defined and validated VoC and offered tips on lowering costs.
The results: Over 2,500 leads delivering 1 million US dollars in net new pipeline in the first 30 days at a cost of less than $1.30 per conversion.
When real estate research website Movoto wanted to improve its brand recognition, it turned to marketing company Fractl to create emotionally appealing content related to the experience of moving to a new home. The content was released once a month for 6 months on Movoto’s blog in various formats including articles, motion graphics and quizzes. It was also promoted through blogger outreach with placement on various websites.
The results: Over 1.7 million shares in social media, coverage by over 1,700 publishers on sites like Mashable and Yahoo, higher brand recognition, more visits to the site, and increased authority in the real estate industry.
In 2014, marketing company NewsCred started consistently publishing unique, SEO-optimized, research-backed, creative yet concise content (including slideshows, webinars and newsletters) with a strong point of view on six topics that demonstrated the company’s expertise.
The results: Within a year, NewsCred had a 49% increase in unique visitors, a 41% higher renewal rate among customers and a 33% upsell rate. Content marketing became the company’s most cost-efficient channel ($14 made from every $1 invested) and leads became twice as likely to accept a meeting if they had engaged with the content.
ShoreTel, a provider of communications solutions, wanted to win more engaged traffic and increase conversions. So it launched a content marketing campaign that showed its expertise and educated prospects about industry trends. It produced one short news article every day with keywords reflecting industry trends, one longer article a month, and one infographic a year.
The results: Inbound links to the site tripled within 6 months and organic traffic rose 50.8 percent within a year. The conversion rate was 42% higher among visitors who read the content, and infographic viewers had a lower bounce rate than the site’s average.
The road to success
As these marketing case studies show, you can achieve content marketing success in various ways. All take time and effort, but the investment is minimal considering the phenomenal results.
An-yal develops social media and content marketing campaigns for brands worldwide. Talk to us about your next project.