SUMMARY: Launching a good content marketing campaign does not have to be a step into the unknown. You might have all the resources you need sitting in your office.
Learn how an online retailer created a free report from a survey of its email audience and had the report downloaded 212% more times than the previous year. See why the report’s title is the top-referring keyword to the company’s blog.
by Adam T. Sutton, Senior Reporter
CHALLENGE
Last year, luggage retailer Suitcase.com launched a great inbound marketing campaign. The team surveyed its audience, created a premium report, and offered it for free from its website.
Traffic to the company’s blog more than quintupled after the report was published. The report’s landing page received more inbound traffic than any other page on the site last year, and it had a 16% lower bounce rate than the site’s average during its first four months (check the useful links at the bottom of this article to see the case study).
“The results were astonishing, and exceeded our expectations. We wanted to repeat [the report] to continue the momentum from last year,” says John Ebb, CEO, Suitcase.com.
The team needed a new campaign to push results even higher. But was that even possible?
CAMPAIGN
Following a similar strategy and making a few tweaks, Suitcase.com surveyed its audience and again created a premium report to drive inbound traffic.
Here are the steps taken:
Step #1. Research potential topics
Since Suitcase.com specializes in luggage, the team wanted the report to follow up on its 2010 Consumer Luggage Report. The report would be a PDF document loaded with stats and analysis.
However, the airline industry had changed. The team had to conduct fresh research to ensure the report aligned with the current needs and interests of its audience.
They researched three key areas:
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