Leadership toolkits that turned readers into revenue
The challenge they faced
A leadership consulting firm serving Fortune 1000 and mid-sized companies hadn't gotten the results it expected from a previous agency. Its goal was to consistently bring 3,000 visitors a month to its site and convert 3% of them.
The strategy we mapped
We started by sharpening who the content was for, adding HR leaders and the mid-level HR roles who run learning and development to the personas. From there the work focused on making existing content earn more: consolidating and refreshing older posts, then packaging the best of them into toolkits worth exchanging an email address for.
The solutions we executed
Content that ranks and converts. We consolidated and rewrote older blog posts, including a comprehensive agile leadership guide, using input from the firm's subject matter experts.
Toolkit lead magnets. We grouped repurposed content into toolkits on topics such as agile leadership, cross-functional leadership and influencing with impact.
Site updates and a newsletter. We updated navigation, service pages and the About page, and launched a monthly newsletter promoting webinars and popular posts.
What changed after the engagement.
Sessions grew from 3,054 in August 2017 to 38,212 by the end of November 2019, a 1,151% increase, and blog pageviews rose 1,729%. Form submissions grew 600% in 16 months. The toolkits influenced $676,500 in revenue in 2019, one promotional video page drove nine closed deals and $330,000 in influenced revenue, and the newsletter reached a 15.3% clickthrough rate with $246,000 in influenced revenue.
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