With the quarter coming to a close, many of us feel the pressure in hitting those quarterly sales goals. For many businesses, that last push can often be the difference between a springboard into a strong Q2 or a more challenging year ahead.
As a reactive measure, there’s often a rush to traditional channels to drive traffic and revenue. The reality is however, these channels can be costly (like search), take time to build results (like SEO) and deliver low click-throughs and ROI (like display ads).
Alternatively, content marketing is a highly effective way to help boost your web traffic and sales. While it is predominantly viewed as a top of funnel driver, engaging and useful content not only builds immediate audience interest but can trigger them through to conversion by way of this increased engagement.
Engaging content doesn’t have to drain the resources or the last of that marketing budget. Existing content can be repurposed: Older yet timeless blog posts can be surfaced, blog posts can become newsletters and earned media like great press coverage or product review can be re-circulated.
The beauty of content marketing is that its effectiveness isn’t limited to a specific vertical nor does it exclude the ability to engage a niche audience.
Boutique Homes, a vacation home and small hotel rentals site, wanted to distribute its company blog content across the web to increase bookings particularly over the holiday period. In the past, the company had worked with other travel blogs to promote its content but this tactic didn’t deliver the results or sales desired.
Working with Outbrain over a 4 month period, Boutique Homes was able to:
- Increase traffic 364% from 10 000 to 46,400 visits over a 4 month period.
- Generate 32.2M impressions
- Produce 79,835 visits to their blog
All of which led to an increase in newsletter subscriptions (hello, leads!) and new customer enquiries
Thinking about using content to boost your sales
Download Outbrain’s handy guide to the Do’s & Don’ts of Content Marketing
Natalie Chan leads the marketing acquisition efforts for Outbrain’s Amplify self-serve product. A native from Sydney, Australia, Natalie previously managed customer acquisition at the Financial Services Institute of Australasia. Prior to this, she was a Senior Business Manager at Saatchi & Saatchi spending time in both Sydney and New York office on accounts including Sony and P&G.
