Rachel Blankstein, former CEO of Comparz breaks down how she builds her current blogging strategy and why it works. Learn more.

Content Marketing Works

Fri Mar 8, 2013

Percussion is honored to feature today's guest post by Rachel Blankstein. Rachel is the former CEO of Comparz where she used content marketing techniques to build the comparison site into an industry force, prior to selling to Forcepoint Media.

As an entrepreneur and marketing consultant, I have seen numerous cases where content marketing works.  And when I say works, I mean that content marketing can deliver a company's most valuable leads from an ROI perspective.  Wouldn't it be great if 80% of your traffic came from content marketing as well as 80% of your revenue?

One of my clients is a company in a highly competitive consumer services industry, and it receives 90% of its traffic from content marketing (through organic search).  This site has what I would call a wide content footprint—a lot of content on highly targeted topics—from several years of persistent blogging.  These blogs are timely, informational and answer visitors’ questions.  While this company also engages in various forms of paid online advertising, it attributes 90% of its revenue to its content market strategy.

Unlike advertising where you pay every time your ad is displayed, content can stay online forever.  Your content can stay on your site and attract visitors through organic search for years.  Meaning, the investment in a particular article or blog post can pay dividends over time.  You can get traffic (and conversions) from that post for years to come. 

But one blog post won’t do the trick.  They key is to build up depth of content.  The more content you have online, the more chances you have to come up in organic searches. Specifically, the more content that targets keywords that are meaningful to your business, the more likely you are to have repeated organic (or free) visits to your site that are highly relevant.  Having a solid content production plan that is strategic and keyword-driven will likely provide results over time.  But you do need to be patient.

To get started, here's what I suggest:

  • Identify what keywords are most relevant to your business
  • Develop an aggressive blogging plan around those keywords (2 to 5 days per week if you can muster the manpower)
  • Create a content plan for short videos, ebooks, whitepapers infographics and/or presentations to will help your audience learn more about topics related to your business.