The Assignment

Increase total number of Net New Leads (NNLs) captured on company blog through micro-conversion opportunities (downloading a free template or other gated resource in exchange for an email address).

The Challenge

Readers of informational blog posts, primarily sourced from Google search, often have a “grab ‘n go” mentality to content consumption. They land on the article, find the information they’re looking for, and leave. When I started as a content manager, the blog offered few solutions to counteract that impulse: Calls To Action (CTAs) were few and far between, and the majority pointed to the same outdated ebook.

The Results

I catalogued the entire resource library which included free courses, whitepapers, templates, online conferences, and communities on Slack and LinkedIn. I sorted the blog content and resources into categories like Analytics and Job Search. I then identified gaps: quality resources that were underutilized due to lack of related blogs and high-traffic blog topics without corresponding lead magnets. For example, our most-read blog post was in the Job Search category, but we didn’t have any downloadable resources that targeted job seekers. In response, I developed an "interview prep checklist" in tandem with an industry expert and linked to it from the top blog where it was downloaded several times per day.

By reframing the content strategy and providing targeted conversion opportunities on all new and existing blog posts, NNLs skyrocketed. In one year, the total number of forms submitted on blog urls increased from 39 per week on average to 682, an increase of 16x that outpaced the increased traffic from to the revamped SEO content strategy.