Here at ClickMeter we see that most of our blog articles are appreciated by current or potential customers. We share our knowledge on link tracking, conversion tracking, WordPress content tracking, and other relevant web marketing topics.
In regards to our content marketing strategy we knew we were doing a good job but we wanted to better understand if the articles were driving subscription sales and why.
How we increased monthly sales with our Content Marketing Strategy
Our blog is on WordPress along with most of our valuable content too (blog.clickmeter.com).
So we created a great plugin for WordPress which is now live and available to anyone for free: ClickMeter Link Shortener and Analytics
Then we started to create and measure 50 new relevant articles.
Experiment setup process
We decided to create 50 relevant articles on web marketing tools and optimization. To create this content we used some internal resources as well as a friend working as a freelance writer. It was an intense month but the final result was worth the hard work. We created different articles with different shapes, different call to actions and SEO optimization techniques.
We then published the articles once a day and promoted them through our internal social media community. A few of the articles were re-tweeted and liked many times. It's important to know that we didn't spend any money in promotion. After all 50 articles were published we waited 1 week and then we looked into the stats. Naturally we used our WordPress article tracking plugin:
A) To use our plugin you need a ClickMeter subscription. A FREE plan is enough if you don't need to track more than 100 posts, 1,000 visits/month and you don't need to track conversions.
Otherwise we have a wide selection of plans to choose from including our most affordable plan of $19/month, which gives you: up to 500 articles to track, conversion tracking and up to 5,000 events/month. Need more? Check our plans here http://www.clickmeter.com/pricing-signup
B) The plugin is very easy to download, install and configure:
C) If you're tracking conversions (premium plan) be sure to configure appropriately. It takes a little more time but it's very easy.
How the experiment worked out
At the end of the process we sampled 1 week of data and here are the results
(in the following example we are showing just three of the most representative articles):
As is the case for many freemium business models, our main funnel is:
ARTICLE READING > PRODUCT EVALUATION > FREE SUBSCRIPTION > PREMIUM SUBSCRIPTION
That is why we decided to track which article view produced the most free and paid customers.
We discovered that most of the articles that were viewed the most did not convert at the same rate (%CR) as articles with much less views.
So we dug deeper into the article content and were able to classify each of them based on three parameters:
The argument is attractive, people talk about it on the Web, there are many searches with related keywords. These are mostly general marketing tips, reviews/advice on popular tools or marketing channels. Or the articles are about something trending over time.
When the article talks about a specific need, issue and problem and also talks about how ClickMeter can solve or help solve that problem. In our specific case, there are articles about some of our service features applied to real use cases.
The article addresses needs related to our premium target market. At ClickMeter we have different customer segments and not all of them are willing to pay for our services, or better, there is a different propensity to purchase different plan levels. We cannot make everyone happy (unfortunately) so we need to decide what are the best topics for our articles in connection to our audience.
As you can see from the results the most important mix for paid subscription is relevance and target.
We are learning every day how to improve the %CR and it seems results are headed in the right direction.
The following is a screenshot of our WordPress article tracking plugin