The Problem: e Desk needed to drive organic and paid brand awareness and engagement on key social platforms, improve SEO performance, and increase inbound traffic and brand awareness. They also needed to open up new lead generation channels, reduce bad leads, and eliminate inefficient spending.
The Solution: As the owner of the strategy, execution, and optimization of all paid media, I created a compelling digital marketing strategy with a yearly budget of $2m. We drove organic acquisition through a content marketing mill that harnessed the evergreen themes and data in our top-performing content to increase rankings for crucial organic search terms.
Repurposing Peak Performance Evergreen Content
Below you can see an example of our approach to expanding the lifespan of core content ideas and themes. First, we ideate the topics that resonate best with our audiences , solve their problems, answer their questions in order to position us as a helpful, trustworthy leader within the space. We do this by internally examining top performing content from years past, as well as conducting external netnographies, scouring forums, social media, reddit and interviewing our customers to identify the thematic sweet spot to build a bridge with our audience. An example of which is our recent adaptation of our top performing blog.
Repurposing Content to Reach Different Persona Segments at Different Buyer Journey Stages
We identified that our top audience (sellers across ebay) were at various stages in their entrepreneurial journey, so we built out one core content piece, built from data, surveys and interviews with our own customers, which was then repurposed into over 20 pieces of content across social and our blogs. The hope was that our refining of high performing content, and ownership around it’s theme would raise our ranking in searches related to selling on ebay.
I then produced a video based off the content, the purpose of this was to achieve a ‘rich snippet’ on the google search engine for when people search “Ways to increase ebay sales”. When Google shows a video thumbnail next to a search result, which it does for 26% of search results according to BrightEdge, users are more likely to click that listing. Rich snippets tend to have higher click-through rates than standard snippets.
Top of the Podium
The resulting impacts positioned us atop several key search terms related to eBay sellers. Whilst the video rich snippet has yet to feature, it has led to rich engagement on social networks and hit over 1k views in a short time frame on Youtube itself with no promotion on that platform.
The Result: The consultant achieved a 35% increase in organic acquisition, at an excellent ROI that could be improved and built upon from thereon. The company also landed placements on Forbes, Tech Insider, and other prestigious publications, helping their backlinks strategy.
My contributions didn’t stop there. I oversaw all product and partnership GTM campaigns, delivering webinars, content, and press releases with companies like Wish.com, Walmart, Etsy, and ChannelAdvisor, driving 500 leads monthly for our solutions. I built out a reliable demand generation engine that opened up new lead generation channels across social, email, search, display, events, ABM, and partnership marketing, which had a profound impact on the business’s growth. In fact, previously, the business relied solely on search for lead generation.
Landing placements on Forbes, Tech Insider and more…
Additionally, I oversaw the publication of 74 press releases across trade publications as well as prestigious publications like Forbes and the Sunday Times, dramatically helping our backlinks strategy. I also investigated and overhauled the marketing funnel, identified inefficient spending, and developed a demand generation strategy that reduced bad leads by 80% and eliminated inefficient spend.
Overall, my experience at e Desk has given me a deep appreciation for the power of strategic acquisition marketing to drive growth and success. I am excited about the opportunity to bring my skills and achievements to new challenges and opportunities, and to continue making an impact in the world of digital marketing and beyond.