A Richmond service business wanted to expand its reach throughout Central Virginia. Years earlier, they decided to start blogging and invested in a freelance writer who churned out weekly or even twice-weekly posts.
The problem? No research, no direction, no depth—and no results.
In the preceding two years, their 192 posts generated 2,921 visits, or an average of only 15.2 visits per post.
There were two keys to developing a successful Content Marketing strategy:
- Acknowledging that organic search was the sole distribution channel—they didn’t have the budget to add a Digital PR campaign. That meant keyword research would be the primary driver of success.
- Finding topics that had meaningful search volume, limited competition, and local relevance. Because the client served a local area, it wasn’t going to do any good to drive traffic from Seattle or London.
We began delivering bimonthly, keyword-targeted blog strategies with specific topics for each post. We also recommended length based on opportunity and difficulty—investing more writer resources where they would increase posts’ ability to rank for high-volume, high-competition topics.
Our blog strategy provided supporting research for 20 posts over 9 months, beginning in late November 2015. Those posts have generated 11,436 visits, or 572 visits per post—nearly 37 times the previous per-post average.
With so many posts continuing to provide steady traffic, the 37x improvement will only get bigger.
But were these added visits from far-flung corners of the earth?
Without a blog strategy, 31.4% of blog visitors came from within Virginia. With a locally targeted strategy, that number jumped to 41.5%—a 32.2% increase of in-state visitors.
Within the Richmond metropolitan area, total visitors jumped from 378 to 1,473.
And that compares two years of previous posts against less than one year of targeted posts.
For our client, blogging was the right strategy because it matched their existing workflow, budget, and provided sought-after awareness. But blogging by itself has no inherent value. For our client, the difference between frustration and success was strategic local keyword research.