Content Strategy Versus Content Volume: How HR tech company, WorkCompass, wrote less content, but increased leads by 300%
Content marketing is a lot of work. Any company doing content marketing has to also run a media business on the side of their regular business.
But what if you could do less writing and still increase your leads by 300%?
That’s exactly what Alan O’Rourke did at HR performance management software company, WorkCompass, with a small marketing team.
According to his blog post on Audience Stack, O’Rourke was having trouble getting his content marketing efforts to pay off.
I tried it for a few months but found I was just sending more content to the same people. More was not better. It was just more. Using basic inbound marketing our audience and reach was not growing.
So what he did instead was create an inbound marketing strategy that focused 70% of his team’s effort on promoting his content, and 30% of his team’s effort in actually creating the content.
The results were fantastic. In fact lead capture (my primary measurement of success) jumped by over 300%!
Fortunately, he mapped out his entire strategy in a nice infographic. He calls it the One Month Micro B2B Marketing Plan — although I’m sure most savvy ecommerce marketers out there will be able to apply the same principles to their own content marketing strategies.
So what does this mean for your team?
It means you can at least test slowing down your editorial calendar to produce higher quality long form content to promote over and over again.
P.S. I found O’Rourke’s blog post and infographic from a post on Reddit, where he had promoted it. Now I’m writing about it here, giving him links and hopefully sending a significant amount of traffic his way. So he’s doing something right.
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