Content Marketing: How shifting the budget led to a 152% boost in landing page traffic
At this week’s B2B Summit in Boston, one of the case studies presented was on a multi-channel lead generation campaign conducted by CenterBeam, a technology infrastructure company serving mid-sized businesses. This campaign included an extensive outbound element with multiple phone calls and follow-up email, and a “friends and family” referral program.
The third piece of this campaign, a new content marketing strategy, was created from the ashes of a failing pay-per-click effort.
Reallocate the budget away from losing efforts
CenterBeam simply took money from the PPC campaigns, and put that budget line into the content strategy. There was no new expense, just a reallocation of money Marketing had to spend.
Karen Hayward, EVP and CMO, CenterBeam, says the company’s paid search program was not producing positive results. The campaigns were bringing in smaller companies that weren’t part of the CenterBeam’s target market.
The solution was to take that spending and apply it to a concentrated content marketing strategy to boost organic search traffic, and hopefully draw in more qualified leads.
For this effort, CenterBeam went to an outside vendor specializing in custom news creation with a number of requirements:
- 50 articles per month
- Every article had to be unique and exclusive to CenterBeam’s website
- CenterBeam optimized the keywords
- CenterBeam provided six categories of relevant topics for the articles
Here you can see a screenshot of the news page at CenterBeam showing the heavy dose of new content: Read more…
