Case Study: Return on Investment through Content Marketing
When I began my role as a copywriter at Creative Distillery in October of 2013, one of the first projects was blogging for Memphis Invest, a family-owned turnkey real estate investment company. Writing three posts a week, combined with less frequent, more in-depth articles, I've written so much about investing in real estate that I'm thinking I might be pretty good at it myself some day! More important than my possible future as a real estate investor, however, is what I’ve learned about the value of blogging for our clients.
Growing and Connecting with the Audience
Ultimately, the goal of blogging is to provide readers with information that they find useful, entertaining and memorable in a way generates conversions and engages the audience. As a project, blogging is a lot like social media management — it’s ongoing and demands regular research, innovation and experimentation. Through our use of strategic SEO integration, relevant topics and thoughtful presentation, Memphis Invest not only is seeing more blog views now than ever before, but a significant subscriber base, too. When Creative Distillery picked up Memphis Invest as a blogging client in June 2013, the blog was receiving an average of just over 2,000 views monthly. As of October 2015, we're averaging over 13,000 monthly views!
Turning Traffic into Leads
All this traffic isn't for no reason. Blog posts are a vital part of the marketing funnel. Calls-to-Action are in many ways the most important part of the blog post. That’s what you want people to click on, because those people turn into conversions and customers. For the Memphis Invest blog, CTAs range from access to starter packages, subscribing to updates, signing up for events, and making contact with the company in a personal way. One of my first blog posts, "The Myth of Hands-Off Real Estate Investment" still remains one of the most popular posts on the blog and continues to get views in 2015, despite being posted well over a year ago. Right now, it sits with over 3,000 views. It also has the most CTA clicks of any published post on the blog — nearly 200. Our goal is to provide content and connection with real value to the reader. That, in turn, helps move them into a deeper relationship with the client's sales process. That continuing authentic relationship through insightful content is a valuable investment.