Campaign Monitor is a fast-growing marketing automation brand.
While they were focused on producing high-quality content in-house, their challenge was market share.
The information gathered from the discovery process would inform site selection and the article topics we chose. As a leading marketing automation platform, Campaign Monitor's value proposition was their robust suite of integrated tools such as email automation, transactional emails, drag and drop email template building, and much more. The platform is intuitive enough for a small business while being robust enough for the most seasoned enterprise marketer.
After that meeting, we conducted keyword research around the topics that speak to those customer personas. We're always focused on producing content that's solving a problem or providing additional information that's important to the client’s customers. Creating content topics that are keyword-driven, relevant to the target personas and relevant to the site we are publishing to is crucial to the overall success of the campaign.
As well as getting brand mentions and links on relevant, authoritative sites, Campaign Monitor wanted the content that we produced and published to rank on its own in organic search to create a positive brand perception. To that end, we published multiple articles focusing on the same keyword topics to different sites. That way, when a target customer searches Google for a keyword, they will see Campaign Monitor mentioned and linked to from multiple results pages, creating what’s known as a halo effect.
Once we had all the customer persona information and keyword research compiled, we filtered my database to identify the sites where Campaign Monitor's target customer personas would naturally be consuming content. This list of sites were presented to Campaign Monitor for approval at the beginning of each month of the campaign. Once it was approved, I developed article topics tailored to each site.
Content production is the most important stage of the process. It's where all the research and analysis is distilled into thought leadership-style articles that speak directly to target customers’ pain points.
Our content team wrote unique articles for each approved site, crafted to solve a problem or provide valuable information to the reader that they couldn’t find anywhere else. Campaign Monitor was woven into each article using their research data or real-world examples where customers used their product successfully. This created opportunities to link back to various CampaignMonitor.com pages.
To optimized the articles we used content optimization software that helps pinpoint ranking factors such as length, supplemental keywords to include, and article structure.
The articles were reviewed by Campaign Monitor for any edits before being submitted to each site for publishing.
Finally, we report back to let the client know when and where the article was published and provide a link to it.
We have a living, breathing status document that’s shared with the client. It includes the sites that were approved and any metric requirements like domain rating or traffic. It includes the article topic, a link to the article where they can make edit requests, and a status for each site and article combination.
Alongside the bulk of the project, we put together a content calendar and produced content for Campaign Monitor’s blogs — 40 to 60 pieces a month. The two elements of the project dovetailed as we set up more links to that content and increased the site’s authority, traffic, and number of keywords they were ranking for.
Over a one-year period, the articles published to high-authority sites resulted in over 2,500 new referring domains and brand mentions for Campaign Monitor. These links resulted in more than 150,000 new organic monthly hits.
Competitive keywords to which we made significant ranking improvements include: