Creating a website and content strategy for Fast Web Media's parent company, mporium.
mporium is a start-up technology company that needed to establish itself as an innovator in marketing technology. From a digital perspective, this meant creating a website that demonstrates that reputation and emphasises it regularly through content marketing.
It was decided that a blog that reported on and offered unique insight into the latest marketing news, trends, and best practice would be the best way to achieve this as it would satisfy the necessary parameters on a number of different levels:
Providing the site with the necessary copy to rank for relevant searches and pull in organic traffic around keywords of interest.
Establishing the company as a thought leader, and therefore underlining its place as a key player in the market.
Proving that mporium’s range of products can address client problems and offer intelligent, innovative and actionable solutions.
Identifying A Strategy
The first task was to identify the blog’s target personas: who would we be writing for? mporium’s products are aimed at a wide range of audiences, from novice marketers to those with years of experience. With that in mind, the decision was made to create different readership levels so that articles could be written for one group without alienating the other. To ensure these were clear, the team ruled out the possibility of creating an ‘Intermediate’ level, and instead opted for “Beginner” and “Advanced”, making a clearer distinction for the reader.
A similarly user-focused approach went into deciding the categories to be used to communicate the breadth of topics the blog would cover. To do this, a number of brainstorming sessions were undertaken with the Content, Marketing, Search, and User Experience teams to understand what readers would be interested in, what categories would appeal most strongly to them, and the amount of subjects within each category that could be covered without the category becoming laboured.
Possibilities were discussed within the group at Fast Web Media, as well as with the client. The language used in the categories, as well as the categories themselves, were discussed, with the use of the word ‘innovation’ being particularly important to highlight the cutting edge nature of the business. Eventually, the below categories and their definitions were agreed upon:
Digital Commerce Innovation, with articles focussing on any emerging trends and developments relating to eCommerce, mCommerce, and any other kind of digital finance.
Digital Marketing Innovation, with articles focussing on any emerging trends and developments relating to online marketing paying particular attention to how online and offline marketing are becoming intertwined.
Technological Innovation, with articles focussing on any significant new developments relating solely to hardware or software creation, or the implementation of hardware or software.
The digital marketing sector is very fast-paced, and to ensure the mporium blog keeps up to speed, the team holds monthly brainstorming sessions in which each member is required to bring three ideas with them. These ideas must be current and ideally allow the writer to address how the issues raised by the idea can be solved with an mporium product. This gives the blog critical value as it becomes a tool to educate and illuminate the reader, while still providing a ‘soft sell’ of the products.
These ideas are then discussed by the group and an angle, title, category and readership level are decided upon before the idea is committed to the content calendar. A member of the Search team then undertakes research using tools such as Google Analytics, Google Adwords, and Buzzsumo to decide the right keywords, context words, and word count to give it the best chance of ranking highly in the Search results and pulling in relevant traffic. A writer is then assigned to each article and given a clear deadline, with several articles published every week.
Reporting and Review
Every month, the team reports on the blog’s performance, to understand whether it’s achieving its objectives and identify ways to improve it further. One result of this review process was the addition of a glossary to the site. During content production, the team found that a number of terms needed to be quickly and easily defined without taking up any space in the content itself and therefore disrupting its flow. Previously, other sites were linked to in order to provide the necessary explanations, but this only drew attention to those sites instead of keeping it on mporium.
As a result, a glossary page was created that readers can access by clicking hyperlinked words within the body of blog posts. This piece of functionality ensures that readers aren’t clicking onto another site to find the necessary context and, even more critically, keeps Search authority on mporium.com. The reporting process enables the team to create innovations such as this, and means that the blog is always changing and evolving to better achieve the initial objectives.
Within its first 10 months the blog had generated just under 10,000 visits.
The blog launched in November 2015 and within its first 10 months had generated just under 10,000 visits. Engagement has been high, with readers spending an average of 1 minute and 32 seconds on blog pages, and just 34% of readers exiting the site on a blog page. This suggests that the content is succeeding in its task of pushing readers through the site so they can learn more about mporium’s products.
Organic Search is the biggest traffic driver, contributing 30.8% of visits to the blog. Direct traffic is the second biggest with a share of 27.7%, suggesting that the blog (and therefore brand) has already built up a positive reputation for providing good, insightful content. Meanwhile Referral traffic is the third biggest driver, bringing in 26% of traffic, highlighting the shareability of the content produced.
As the blog covers a wide range of subjects, it has ranked on the first page for a range of terms highly relevant to the topics covered. These terms include: 'mobile strategy for beginners’ ‘consumer behaviour influences', 'audience network vs adsense', 'conversational shopping', 'shoppable tv', 'interactive ads', 'product personalisation' 'adsense vs facebook ads' and 'gamification'. These are terms that help mporium drive relevant users who are searching for the terms, and further establish its authority as a thought leader with potential customers.