In early January I came across a blog post by a guy named Todd Giannattasio.
Todd is the owner of Tresnic Media, a marketing company based in New Jersey. Todd wrote a blog detailing what happened when he wrote 50 blog posts in 25 days. His traffic went up, his organic traffic went up, his referral traffic went up, his search queries went up.
Everything went up.
So, after reading this article, I thought to myself, “Self, we should do something like this. But perhaps, we should do it bigger and more CRAZY! Let’s do 150 posts in 50 days.”
We published 3 blogs each weekday using Hubspot’s CMS on our Blog from Feb 3 – April 13. Most were on call tracking and marketing related subjects. This is blog number 151.
– Blog Traffic Increase: 210%
– Blog Organic Traffic Increase: 514%
– Blog Referral Traffic Increase: 901%
– Blog Direct Traffic Increase: 201%
– Entire Site Organic Traffic Increase: 69%
During the three month period of Q1 2013, we signed more new customers than in any other 3 month period in company history. Additionally, leads directly generated via inbound marketing and content increased by more than 800%.
We actually, believe it or not, stopped many of our paid marketing tactics because, partially at least, of the success of our inbound marketing efforts.
About halfway through the process–as traffic was increasing–we realized that the vast majority of the traffic was not due to the efforts of the highly paid SEO company we had retained. Rather, it was due to our internal content efforts…150 blogs in 50 days.
Thus, we fired our SEO firm.
We simply couldn’t justify paying them a large sum of money every month when it was very clear that their efforts didn’t generate the traffic our efforts were generating.
A note: We were already leaning toward firing our SEO firm because we had been working with them for about 9 months and just hadn’t seen measurable results. The success from our blogging efforts really just pushed us over the edge.
Another note: We are not advocating that every company fire their SEO firm, or that SEO firms are bad, or that our SEO firm was bad. We’re simply stating the fact that we didn’t see much impact in 9 months and our efforts were working, so we fired them.
In my role as content manager, I was comfortable producing most of the 15 blogs we produced each week (5 days a week/3 blogs a day).
Other members of the marketing team or executive team produced 2 to 3 original blogs each week to help out. (Their help was greatly appreciated).
With a company our size, the commitment has to be significant in order to produce 3 unique and useful blog posts a day. After all, we also produce 2 original marketing webinars each week, monthly case studies, a variety of marketing White Papers, and some humorous and awesome marketing call tracking videos.
As you can see, content marketing strategy is critical to our business model. All of this requires commitment.
SO…we’re going to continue to produce 3 unique blogs each day for as long as we can. For the foreseeable future, we’re going to continue to generate more unique content, more great blogs, and more sweet webinars.
This blogging effort has permanently altered our content strategy and marketing efforts.