For any company doing a content marketing, the central question should be how blog posts ultimately translate into new customers. This question might seem difficult or even impossible to answer given the fact that content marketing is a notoriously soft science. However, companies are starting to measure, analyze and test different content marketing strategies with the goal of increasing conversions.
In this article, Dan Levy, Unbounce’s Content Director, shares a detailed conversion-centered content strategy example. Dan Levy introduces McGaw.io (that’s us!) and our data-driven approach to content marketing, using our work with Chupamobile as a case study. Chupamobile launched in 2011 as a marketplace for app source code. This enables anyone to get an app created and customized from a template app. They also match professional app developers with entrepreneurs looking to create and launch an app.
This case study takes you through McGaw.io’s planning and execution of the Chupamobile campaign step by step, and in the process teaches you how you can run one just like it.
The first part of the process is always identifying potential problems or opportunities. For Chupamobile, Flappy Bird changed everything. After a wildly successful launch, Flappy Bird was pulled from the app stores, leaving scores of people making copycat games in its wake. This made the mobile app market extremely crowded, and app stores proposed limitations in regards to template based apps.
Chupamobile needed to distinguish its apps marketplace from the copycats flooding the market and educate their market. This meant creating a new content strategy. In this case study, you’ll learn details about each step of McGaw.io’s specific process:
- Identify segments of customers.
- Determine what content topics were in demand.
- Redo the editorial calendar to reflect the new information.
- Create a defined distribution plan.
This careful analysis and execution resulted in an increase in traffic of 35 percent. Once Chupamobile had qualified traffic, the focus changed to turning that traffic into qualified leads.
As the case study shifts to the second phase of a conversion-centered content marketing strategy, you’ll learn about several powerful strategies that helped Chupamobile. These include giving visitors a reason to hand over their emails, creating an ebook, and determining relevant CTAs. Each strategy is explained in detail, giving you a chance to learn valuable skills to implement in conjunction with your own content marketing campaign.
After gathering emails, it was time to work on converting the people behind the email addresses into customers. McGaw.io had a strategy for that as well. You’ll find a detailed chart of their drip campaign and how it integrated with Unbounce. The goal was to get people to sign up for a Chupamobile account. If they did, they were onboarded and given a product-focused email flow. If not, they were kept on the blog RSS list, giving them the option to convert as some future date.
If you’re creating a content strategy, it can be easy to lose track of the importance of conversions and revenue. This article shows you how powerful your content marketing can be if you make data-driven decisions. By taking a closer look at one very successful content strategy example, you can learn new strategies to increase conversions and make your strategy more effective. Download this article to see what your company can learn.