Leads are the fuel that keeps the marketing machine running. Without them, we have no one to engage and convert to the cause. I’m often amazed at all the opportunities for lead generation that companies let pass them by. I detail one such example below, with details on how I increased lead generation from the blog alone by 16x in one year.

Case Study

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

Blog readers often have a “grab ‘n go” mentality to content consumption. They land on the article, find the information they’re looking for, and leave. This 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to counteract that impulse: Calls To Action (CTAs) were few and far between, and the majority pointed to the same outdated ebook.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 Strategy

I catalogued the entire resource library which included free courses, whitepapers, templates, and gated communities on Slack and LinkedIn into categories. I sorted the blog content and resources into the same categories.

I then identified gaps: quality resources that were underutilized due to lack of related blogs and high-traffic blog topics without corresponding lead magnets. I then developed additional resources in tandem with industry experts and linked to them from the top blogs where they started generating downloads immediately.

The Results

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 articles increased from 39 per week on average to 682, an increase of 16x that outpaced the overall increase in traffic.