The implementation included launching a simple blog platform, hiring and teaching two writers, establishing proper processes and leading the project until the KPIs were achieved.
QUICK BLOG ROLL-OUT
As the timespan was limited, we started with a very simple blog set up using Ghost CMS. It had all the necessary SEO features, wasn't overloaded with bells and whistles, and didn't require any trimming - it was ready to work out of the box. What is important, it supported Accelerated Mobile Pages by default.
HIRING AND TRAINING A WRITER
One of the most fruitful decisions was to hire content producers to work directly from Vintage's office. This way, they can become a part of Vintage's culture, participate in projects, be included in the context and build relationships inside the company.
Expppand took the responsibility for hiring copywriters. We interviewed over 15 candidates, tested their writing and logical thinking skills, and recommended the two best writers for the client to consider. Vintage decided between the candidates and employed one.At first, working with the writer, we explained the strategy and created content guidelines to keep everything on track. Then, we established a content production workflow - a set of processes that includes topics selection, content seeding, content performance review, A/B testing, and provided the oversight on newly formed department's work for over 12 months.
PACKAGING THE KNOWLEDGE
As we were keen to produce only exclusive materials filled with exclusive knowledge, we instilled the content generation process into the company's daily processes. Company employees, including top managers and the CEO took pride in cooperating with copywriters to produce and publish materials under their name on the company's blog and in industry journals. We covered Vintage's unique way of thinking, best practices, unique discoveries and approaches, expert opinion, cases and lifehacks.
After we produced 30-40 articles, we started to receive the first traffic - a few thousand business visitors a month. Three months after starting we signed our first deal with a client that came from the content marketing: a 35K USD project from Dubai worth
CONTENT MARKETING OPTIMIZATION
We optimized articles based on how people read them. We tracked how exactly people read articles. Using browsing session recording software (HotJar), we were able to track which paragraphs and images readers like, what they pay attention to and what they skip. Armed with this data, we optimized materials - shuffled paragraphs, updated imagery, or even completely rewrote them to increase the user engagement.