Magnetizing Leads with Content
Vertical Rail
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Content & SEO
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Vertical Rail // Content & SEO //
TLDR: Kasen’s Knowledge Base content management and SEO strategy increased a marketing agency’s organic traffic:
200K+ sessions
800+ inbound leads
Kasen worked at Vertical Rail - a Google Premier Partners eCommerce marketing agency - from 2014-2016. Vertical Rail gave him the foundation for his career in marketing.
Kasen was chosen to lead the Knowledge Base (KB) initiative, after being appointed Vertical Rail’s Inbound Marketer.
About Vertical Rail:
Vertical Rail specializes in eCommerce management and Amazon optimization. Over the years, their roster of clients has included a smorgasbord of small to large retailers: Andrew Christian, Apartment Number 9, Blue Nile, Classic Cycling, French Toast, Gaiam, Green’s Bakery, MonkeySports, Serta, Trek Bikes.
The Situation:
In early 2015, Vertical Rail’s management had a vision to grow their agency by increasing their thought leadership and website authority by blogging. Their eCommerce Director wanted to build a Knowledge Base: a searchable database of articles filled with “how-to” marketing knowledge, tips and tricks.
The Solution:
The initial strategy was to structure content categories around Vertical Rail's main services: eCommerce, Amazon, Google AdWords, SEO, web design, social media advertising. Evergreen content was produced and published, before developing secondary layers of content to create SEO funnels.
In early 2016, multiple downloadable guides were published related to the best-performing search content in 2015; to create even more content funnels and generate organic search leads.
KB Posts:
White Papers:
The Results:
Over 300 Knowledge Base articles were written, edited, and published during the first 18 month; thanks to Kasen and a staff of 8 contributors.
Over 800 white papers were downloaded as potential agency leads.
And organic search traffic grew to 204,000 visits in 2 years.
