From two posts a month to five a week
The challenge they faced
A colocation provider with data centers in 14 U.S. markets published two or three blog posts a month on no fixed schedule. Organic sessions sat at 1,093 in April 2018, short of what its marketing and sales teams needed, and its editorial calendar tracked little more than a keyword, an offer and a publish date.
The strategy we mapped
Volume alone wouldn't fix it, so we rebuilt the plan first: a documented content strategy based on keyword research and competitor analysis, and an editorial calendar that tied every post to a persona, a buying stage and a campaign. Output then rose in phases, from two posts a week to five, so quality could keep pace.
The solutions we executed
We documented the content strategy and restructured the editorial calendar to include persona, journey stage, intent, related keywords, internal links and campaign CTAs for every post. A copywriter, strategist and account manager then increased publishing from two posts a week in May 2018 to three in July and five from mid-November.
What changed after the engagement.
Blog views grew from 567 to 3,057, a 440% increase in eight months, and organic traffic rose 180%, with monthly organic sessions passing 3,000 by the end of 2018. The company now has a documented content strategy and a calendar that connects every post to its buyers and campaigns.
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