Acquiring new content-marketing prospects

The problem: Content-marketing assets weren’t driving enough traffic and converting enough new prospects.
A B2B software company had a decent library of educational content, but email, SEO and word of mouth alone weren’t enough to drive traffic. The assets weren’t reaching a high volume of new prospects.

The solution: I ran an advertising campaign to promote a new asset.
I tested a range of publishers and marketing tactics, methodically tracking ROI metrics. I performed multivariate testing on landing pages to determine the best converter, and I instituted drip nurturing to help drive sales-ready leads.

The results: The company gained as many new prospects from content marketing in one quarter as it had previously acquired in the prior year.
Of people who filled out a landing-page form, 95 percent were new prospects and 61 percent were from the company’s desired industry vertical. Continue reading