In my report I will tell you about the experience of the site acceleration service Airi.rf in building a promotion and sales channel through content marketing with specific figures and examples.
We started with the development of the strategy: what content (articles, infographic, video, notes, reviews) we can make on our own or through contractors and which media can be used to host this content. This strategy was entered into the calendar plan and we began to try.
We tried placement in paid sources - the publication of well-known bloggers - it works. But the effect falls exponentially with a drop in coverage: if a daily audience of 10,000 gives up to a hundred sales, then an audience of several thousand (or even less) may not give a single sale.
Then we built a pipeline of writing articles with the help of the agency (mainly translations of foreign materials and transcripts of the video): there was very little, almost linear scalability of the channel. The bottleneck only arises with topics: the area of site acceleration is narrowly professional, and there are very few topics for high-quality technical content. In addition to technical content, of course, we publish content for marketers (for example, case studies: how much the site accelerated in live money). But it is even less presented than technical.
Internal content marketing is represented by a trigger mailing for which we have collected the best articles in three years; regular e-mail distribution in the format of long-reads (this format is the only one that our audience at least somehow reads), service news (Including those with the description of technologies), video manuals, and also records from events. On average, each article ‘fires back’ already within 1-2 months after publication (highly dependent on the site) - and then comes the ‘long tail’ of the return on investment. In total, 2-3 new materials are produced each week, we plan to reach 5-7 Russian-language materials a week in the business season (February-June and September-December) and scale the experience to European markets.