Case Study

Content Strategy

How we fueled a 500% surge in monthly revenue by leveraging existing content & proprietary data

The Big Takeaway

Enablement content is king.

Enablement content guides and educates participants through the sales process providing them with the necessary information, tools, and confidence to make informed purchasing decisions.

Challenge

This proprietor-led eCommerce consulting business struggled with low conversion rates and ineffective content marketing despite having a wealth of leads, a dedicated content writer, and a consistent posting schedule.

Solution

By digging into their data they were able to pivot to an enablement-oriented approach that spoke to their users at each phase of their buying journey, with exponential results in revenue and search engine visibility.

IMproved Impression Share (SEO)

+ 107.2%

Conversion Rate

+ 15.8%

Total Spend Decrease

– 9.64%

Monthly revenue

5x

overview

How to Increase Monthly Sales 500% in 16 months

Despite working in a highly niche market (Specialists in Salesforce and Magento Integration), a promising freemium SaaS product, hiring a dedicated content creator, cultivating industry rapport, and a rich database of leads, this eCommerce consulting agency was failing to convert thousands of prospects into paying customers.

Posting to Crickets

Based on common knowledge, they were doing everything right. They had paid agencies to help them get more followers. From there, they had a content plan to make sure they were creating content consistently and posting on social media every single day.

Going Viral is Not A Content Strategy

“Plan the work, and work the plan, right?” So, why wasn’t it working? This was an unfortunate lesson from the school of hard knocks on the difference between a strategy and a plan.

Understanding the desired audience is a key component of a competent strategy. For an audience of business executives and buying committees, counting on the currency of personality and “going viral” as a content strategy just wasn’t going to cut it.

Introducing Data to the Creative Process

While the team’s creative efforts were well orchestrated they lacked technical direction. Content was based on intuition and what would be “fun” instead of actual data.

Consequently, their content was chronically underperforming and many egos were bruised in the process. Through a collaborative process, we matched creative investments (existing content) with desirable technical endpoints to rework and honor their efforts. Then we organized an creative process that harmonized technical needs with creative inspiration.

Standing Strong in your Client Power Base

that was just the first step, the essential foundation for future focused was understanding and leveraging their proprietary customer data. We called up their best clients and put together a few test campaigns to see what worked, what didn’t and what an ideal engagement looked like. In doing so, we got hyper-focused on the exact value that they could offer to their power base of customers.

Turning Strangers into Friends

So, instead of creating generic content and spamming it out to the unwashed masses, they dialed into their value and started talking directly to who was listening.

For CPG businesses in the supplements sector, they could offer their vast experience developing subscription models. For high end clothing designers, they could help them create personalized shopping experiences. And well, regarding their last customer segment, you’ll just have to submit to our beguiling charms and book a chat to find out. Let’s just say that we created a social media strategy that actually worked in generating engagement and creating relationships.

Don’t Hoard Resources, Leverage Them

So, for entrepreneurs out there: taking a stab at and enticing your first few customers is a good place to start collecting invaluable data. And the road to long-term traction and scalability relies on a comprehensive, data-based strategy. By looking back at previous years in business, we were able to help this brand actually utilize their marketing systems, and to work with their very best customers — a winning scenario for all involved.

Four graphics of demonstrated growth taken directly from the client's website backend.

Steal Their Strategy

Get Cozy With Your Data

Understanding your audience and using data to guide your strategies can transform your marketing efforts. You’d be surprised at the insights that emerge from taking a deep dive into your client database and your website analytics.

Prioritize Quality over Quantity

There’s a great myth that consistency is the most important way to “beat the algorithm.” Consistency is great, but the problem with that order of priority is that low-quality content flies. And low-quality content begets low-quality traffic.

More importantly, when creating anything for your brand focus more on what your clients want to know rather than what you think they need to know. Start by creating assets that answer questions you hear all the time.

Be Clear and Specific

A well-designed website is crucial, as is the copy you choose. It should be clear, engaging, and aligned with your business goals – and there are tons of options based on any budget. As for your website, we are living in the peak of “no-code” web design and Generative AI. Overhauling your online user experience might be easier and significantly more affordable than you think.

ABT: Always Be Testing

Whereas your overall messaging should stay consistent, there is such a thing as “ad fatigue” from paid campaigns. Take this opportunity to experiment with new ideas, Make sure to install comprehensive analytics and heatmapping software on the backend of your digital assets. can offer you unbelievable insights into how users engage with your pages.

Most importantly, make sure that you’re actually checking out metrics that are appropriate for where you’re at in the optimization process. (e.g. focus on CTR before Time on Page).