Web traffic

Content Marketing Less is More: Fewer Articles, More Depth to Increase Web Traffic and Sales

Industry: Finance
Contents: Blog content, newsletter, graphics
Strong points: 27% increase in on-site purchases

It’s the age-old question: How much content should I produce? How can I achieve both SEO branding AND get people to convert?

Often when people approach SEO they assume they need Continued content to be visible in the results pages, But it’s not always the case. Investing in fewer articles that dive deeper into answering customer questions can generate new organic traffic and encourage qualified visitors further down the marketing funnel.

But don’t take our word for it: industry data and Brafton customer results tell the story.

For our client who offers personal and business finance management courses, getting people to sign up for courses on their website was a challenge. They recognized that they needed the content to build brand awareness, build trust, and demonstrate authority. Enter, long content.

Problem:

  • The company recognized a growing demand to educate interested prospects
  • They wanted to reach more financial advisors and position their company as the best education solution
  • Bottom line: They needed more online registration subscriptions

Strategy:

  • Create long-form content, like weekly blog posts and quarterly white papers, that offer advisory advice through collaboration with the internal finance brand team
  • Create quarterly infographics to appeal to a wide range of qualified advisors, with simple data they need to know
  • Pair in-depth articles with an email strategy to nurture existing leads around topics that match their demographics

Braton content:

  • Weekly long blog
  • 4 monthly newsletters
  • Quarterly infographics
  • Quarterly white papers

Results:

  • 12% more organic traffic in Q1, with Brafton target keywords trending up (more than 10% of target keywords moved from invisible to page 1)
  • 13% increase in sessions
  • 34% increase in new users
  • 27% increase in on-site purchases

At the heart of the strategy & how to create in depth outsourced posts

In order to match content topics to the expertise of the client’s internal team, we strategize around the different courses offered in a given season. We analyzed competitor keywords and top search terms to create a white keyword strategy that sets the stage for these posts to drive traffic and build awareness of the program.

Rather than several short articles per month, we advised meaningful and information-rich articles: one per week. Writing quick-win, trend-based articles is a different process than what is required of an in-depth blog post.

Go deep with long posts

Here’s how Brafton Associate Content Manager Matt Ellsworth describes his writing steps when creating content for this client (and others who need in-depth material).

Subject selection:

“I would choose the subjects by Dlooking for their favorite sources for information on their categories, such as philanthropy, retirement planning, investing, etc. Then I start the month with four different articles in mind – each in different categories, and a few geared towards the education of financial advisors – investment advice, tax explanations – and a few on practice management – marketing, customer communication, etc.

It’s important to communicate topic ideas early when depth is the goal, to redirect them as needed before investing time and research. Matt lowly brags: “I almost never get a change request.”

Supply:

For long pieces, you need to supplement a number of other sources.

Matt explains that the process of finding long-form articles takes time and careful analysis. It’s important to find a way to bring something new to existing conversations.

“A subject is more a starting point [than the sole point of article]. If a source raises a question or introduces an interesting idea [while I’m the research phase], it’s perfect. This way I can narrow down my search for additional sources and pick up the article in more unique ways while writing.

Style and tone:

For outsourced content programs, cutting-edge content requires careful collaboration between internal teams and professional writers. “The style and tone is the hardest part, but the in-person meetings helped that.”

The focus on educating this particular client helped overcome the challenge: “They hold annual training sessions for financial advisors in Boston, so I was attending the classes. Then I would interview a teacher to talk about a certain topic. It gave me a lot of great ideas, and it also showed me some themes they liked. For example, they were all about the personal side of wealth management. Money is not only a question of numbers, but also of emotions. This is a great “human touch” angle to capture in content.

For tips on how any business can work with external teams to capture and promote thought leadership, check out our related guide:

  • Blog: Why You Can’t Outsource Thought Leadership (But You Can Outsource Content)

Distribute hard via email marketing

Every solid blog post should have an equally solid promotional strategy. Creating posts that people will find in search is one goal, but promotion, whether through social media or email marketing, is just as important.

We used one messaging strategy that could engage those warm leads that already expressed interest in the brand by by subscribing to their newsletter.

Each weekly newsletter is created to target specific potential students with content of interest based on what they indicated they like when signing up for the newsletter. This type of personalization is a trend that is gaining ground:

When Econsultancy’s Email Marketing Industry Census When asked by marketers about email personalization, more than three-quarters (78%) agreed within five years that all email marketing communications will be personalized.

These behavioral segments receive different emails that are sent on behalf of the best sales rep in that particular industry. The result? Email traffic to the website attracts the most engaged readers.

Learn more about the benefits of long-form content: