Content is the fuel that powers your digital marketing strategy. But just like with a fancy car, low-quality or “cheap” fuel can damage your engine. In other words, pumping out a high volume of unremarkable content is no longer a sustainable strategy. In fact, algorithm changes such as the Google Helpful Content Update (HCU) have only heightened the importance of creating valuable content that solves problems and provides original insights.

Here’s how I crafted a content strategy that increased my client’s organic traffic by 300% year-over-year.

Blog strategy: 

We published between 2-3 blog posts per week to help establish topic authority and expand the number of keywords the site would rank for. We focused our efforts on addressing common search queries and customer pain points while including insights from subject matter experts on their team.

Results: 

• 3X increase in organic traffic between July 2021 and July 2022
• 5X increase in new contacts from organic search during the same period

Premium content strategy:

To complement our blogging strategy, we also created a downloadable content offer to act as a conversion point for leads that were not “sales ready.” This customer-focused buyer’s guide broke down highly technical industry jargon and gave advice on how to shop for a high-dollar value product.

Results:

The gated content offer influenced 85% of new customers within the first year of its launch.