Back in July of 2020, I worked with my client Launch Workplaces to create a blog article on 8 Ways to Add Some Fun to Your Next Zoom Meeting. Fast forward to week one of February 2021 and that article is now ranking at Position Zero on Google under multiple keywords, including “how to make Zoom meetings fun.”
This is big for a number of reasons.
At a high-level, having an article rank at Position Zero means your article is the first thing people see when they search for your keyword, in turn increasing the number of clicks it gets, and it even includes a snippet of your article.
But more specifically for this particular case:
- The article directly drove 7 conversions
- It has also received more than 6,100 pageviews so far, of which 5,800+ are net-new visitors to Launch’s website
- The average amount of time that readers spent on this article is a whopping 8 minutes and 49 seconds, and more time spent reading shows that people are really taking value from it
- Ranking at Position Zero bolsters the credibility of your website as a whole but, more importantly, it boosts the credibility of pages linked within that article–in this case, this article is sharing its “SEO juice” with key pages including Launch’s services, which means Google is more likely to rank those pages by association (helping Service pages rank more efficiently means standing out from the competition more effectively)
- Quality content drives backlinks (i.e. people linking to your article as a reference in their own content), which also help boost your site’s SEO
- The popularity of this article shows that we’re creating content that people find relevant and useful which aligns with the facet of our content strategy focused on providing resources that Launch’s members and non-members find helpful
This is the power and value of content marketing in action.
At the end of the day, content strategy is multifaceted, and there are a ton of different ways to measure success.
In this case, success came from using a single piece of content to generate conversions, drive visibility of the Launch brand, and help bolster the SEO of Launch’s website.
That, my friends, is a win.
I work with coworking operators from across North America to create compelling content that helps drive membership sign-ups. If you’d like to learn more about how I can help you, or if you’re interested in bringing on some help to hone in on your space’s identity, get in touch with me today.
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