Content Marketing: My Approach
What I learned over the years is this: Instead of chasing vanity metrics like traffic, follow the leads! By measuring actual conversions, we can see exactly what content delivers real business value. Then build the SEO strategy around what works!
Think of it this way: Suppose your content ranks well in Google for the phrase “What is SEO?” That’s great insofar as it goes. But very few of those early-stage visitors are ready to pull the trigger and hire an SEO agency. In practice, it’s much better to focus on a key phrase like “cost of hiring an SEO agency”.
Even if it draws less traffic, that’s the ripe relevant traffic that matters. Because that’s where real leads come from.
Unlike most content marketers, I don’t point proudly at high-volume low-quality traffic (visitors, sessions, impressions). Rather, I hold myself accountable for leads.
Experience & Case Studies
Previously, for over 2.5 years, I worked as a Content Strategist at Grow and Convert, a top-notch content marketing agency. I authored a
case study during my last job, based on an account I managed (Geekbot.com). Over the span of 2 years, our content led to 1,745 organic conversions (trials) and 232,493 organic traffic.
Another account I managed was BuddyPunch.com, and over the span of 1.5 years, our content led to 1,389 organic conversions (trials) and 50,010 organic traffic.
Interested in Working Together? We offer a completely done-for-you SEO service (paid month to month), so you’re not locked into any yearly contract. For smaller budgets, we also offer smaller consulting engagements, billed hourly.
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