Blog content strategy case study
Hypothesis: Positioning thought leadership content will help drive customers to our products through qualitative content and a confident voice.
Execution: Work with product and demand generation to align on new products, features, and quarterly campaigns. Understand value propositions and solutions for our customers. Create content calendar to align with campaigns and goals. Then collaborate with SEO manager to increase click-throughs and visits. Work with designers to align on images and design needs for the campaign and incorporate them into the blog series. Then worked with engineers to make sure we can implement website deigns. Finally, write the blog copy to increase site visits and form fills.
Signals we looked at for success: Increased site visits. Increased form fills.
sample copy from “direct vs. indirect spend”
This blog supported work to increase form fills for our new procurement tool, Tradeshift Buy. It aimed to position Tradeshift as a thought leader in the procurement space and direct search results for “direct vs. indirect spend” to our product. I worked together with our SEO manager to work on a long-tail SEO strategy to drive clicks to our website. This article quickly ranked on the first page for the search term, “direct vs. indirect spend.”
Are you looking over your shoulder and wondering if anyone is watching you type “what’s the difference between direct and indirect spend” into Google? Don’t worry, we’ll pass the answer to you and make sure no one’s looking.