How to Grow Brand Media 100 Times per Year and Outrun Wikipedia

At the end of June 2020, the product marketing team of an online financial service asked us to help them launch and promote a new media for entrepreneurs.
At that time, the company had a blog, which was quite popular, but the audience was too diverse. Our client wanted to create a niche media that would both be useful for entrepreneurs and convert readers into customers.

Preparation for Launch

In September, we started setting up the processes, backing up the launch of the project. In October, we adapted the following workflow:

Step 1. We analyzed the target audience and search requests, as well as selected topics.
Step 2. The client approved them.
Step 3. We designed technical assignments for articles.
Step 4. The client’s experts and copywriters wrote high-quality texts.

We started analyzing the search demand, gathering topics and preparing technical assignments for SEO articles even before the client launched their website. Meanwhile, the client’s copywriters wrote articles. At a later stage, we checked their texts, optimized them based on our analytics, and customized the search attributes.
By the launch, the client’s editorial team had over 50 articles ready for publishing.

First Results: Traffic 10 Times Higher Than Forecast

By November, the workflow had proved to be convenient and effective on both sides. So, we started extending the scope: the client launched the blog, and we performed a health check and gave recommendations for improvements.
In December, the content started generating traffic, and the site was indexed properly by search engines. However, by the end of the month, only 4 out of 13 articles that we had prepared the assignments for were written and published. But even with this number of SEO texts, we exceeded our most optimistic forecasts: the website got 1159 visits by 1048 unique users.
As a result, during the first month since publishing, the ratio of traffic generated by the SEO articles in the total amount of traffic on the website reached 10.77%. That percentage was 10 times higher than our expectations. And given that the forecast was made for five articles per month, the result seemed even more outstanding.

Focus on SEO

Our client realized that SEO articles should be published more often, as they cover popular topics. In January, seven articles were published. Their quality wasn’t any different from the editorial one, and they provided constant growth of the target audience.
Apart from writing according to our technical assignments, the client’s team also had to address questions from the support team, experts’ ideas, and changes in legislation. To relieve them of a part of their workload, we agreed that we would check all the topics to evaluate their potential and select the most promising ones.
We continued optimizing the client’s editorial content and helping the articles quickly get to the top of search results. Eventually, we were able to regularly publish articles written according to our technical assignments and filter out the most promising SEO topics.

100x Growth in Seven Months

In March, we increased the number of SEO articles to 15 per month.

While initially we covered basic topics interesting to all entrepreneurs, now we focused on the products and selected popular topics bearing in mind business objectives.

Even though there were twice as many articles written by copywriters as SEO texts, the latter started to attract unique users faster and on a much larger scale by April. Further, the audience grew by 1.5-2 times every month.
Now SEO articles generated 55% of traffic, while editors’ texts brought 44%.

A total of 76 SEO articles were published. To sum up the process:

  • We started with four texts per month.
  • Since March, we published 15 articles.
  • In July, we published 18 texts.
  • Further on, we produced 20 SEO longreads per month.

SEO articles alone attracted over 124,000 unique users in June, and the total search traffic exceeded 222,000 visitors.
In terms of visibility, we outrun a large competitive media and Wikipedia.

The results of this project showed that high-quality content works most effectively only in conjunction with SEO optimization.

What’s Next

To this day, we keep working with the client, and our new objectives are getting more ambitious. Therefore, the amount of useful content will grow tenfold. We offered the client to try new formats: questions and answers, selections of related articles, glossaries, document templates, case studies, and profile articles.
To track the performance of each article, we analyze readers’ interactions with the content, conversion rates, ranking and the dwell time. These metrics will help us improve articles.
Contact us
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