Metrics & Chill Podcast

Growing Organic Traffic to the Blog (w/ Fara Rosenzweig, WorkRamp)

Learn how Fara Rosenzweig (Head of Content at WorkRamp) grew Organic Traffic to the Workramp Blog, resulting in 77% increase in new blog traffic QOQ.

Jeremiah Rizzo on August 31, 2022 (last modified on August 24, 2022) • 3 minute read

The metric: Organic Traffic to the Blog

Learn how Fara Rosenzweig (Head of Content at WorkRamp) grew Organic Traffic to the Workramp Blog, resulting in 77% increase in new blog traffic QOQ.

Reaching New Prospective Customers

Since most of WorkRamp’s ideal customers might not be ready to make a purchase decision, or even know much about the category, they set out to bring in more new potential customers to the blog. The goal was simple: deliver helpful content visitors would bookmark, share, and come back to, in order to build brand awareness and trust with WorkRamp.

WorkRamp can educate these prospective customers on immediate questions or needs they have, and build familiarity with their brand and what they do. And eventually, when they’re ready, they’ll come back to signup or purchase.

How They Improved It

1. She focused on top-of-funnel content to reach a wider base of new prospective customers.

WorkRamp wanted to bring in more *new* people to the website, and introduce them to the brand.

Since most visitors wouldn’t be ready to make a purchase decision, she decided to focus heavily on top-of-funnel content to build trust & familiarity with Workramp so visitors would be more likely to come back and try the product when they’re ready.

2. They performed an audit to see what topics were playing, and which weren’t.

When Fara got started, there wasn’t a lot of content strategy in place. The team evaluated current performance to know what was working & what wasn’t.

If an existing topic was resonating and gaining traffic, they set out to repurpose or elaborate on it. If a topic wasn’t getting much attention, they’d stop allocating resources to it. This helped them know where to invest their time and budget in the early days.

3. She listened to sales calls every week, to learn what topics customers would be interested in.

Fara built a habit of listening to customer calls every week to learn common customer questions. She’d create content based on these common questions, problems, or educational needs customers had. She’d pair this research with KW research, and create content that had significant search volume – and mostly importantly – resonated with their target customer.

4. She set a practical “quality rule” for each piece of content.

Fara wanted to create content that readers would bookmark, share, and revisit. To do that, she created a simple rule. Every piece of content needed 1 valuable thing readers could leave with.

In other words, she tried to ensure that every piece of content had really valuable insight readers could leave with and put into practice. Even if they outlined “5 ways to ______”, she’d focus on the 1 thing readers could leave with – if they took nothing else away.

5. She analyzed what competitors were doing, to find how they could take a different angle on their content.

Even though competitors would cover the same topics, Fara wanted to make sure WorkRamp had a unique angle or take on saying the same things, to stand out from the crowd.

6. They tracked the impact of their content further down the funnel.

Besides organic traffic, Fara’s team keeps a close eye on contacts created via LI (from the brand account), social media engagement & traffic to site, and ultimately, demo requests & MQL attributions.

Results

As a result of all this, Fara and her team were able to increase Organic Traffic to the Blog from < 20% to 77% Quarter Over Quarter (and they’re still growing).

About the author

Get practical strategies that drive consistent growth

Read some
You may also like...
Read more

Stopping Revenue Leaks (w/ Sean Burke, Prometric)

Sean Burke shares 7 areas where companies experience revenue leaks, and how to monitor and address them.

Metrics & Chill Podcast   |  May 31

Read more

Drawing Insights From Your Customer’s Journey (w/ Sam Bowley)

Many B2B companies could leverage data-driven insights from their customer lifecycle journey to hone their marketing strategy, improve retention, and increase revenue. The key is to think like a Rev Ops professional, even if you don’t have one on your team. Sam Bowley, an experienced Rev Ops executive, shares how B2B leaders can do this.

Metrics & Chill Podcast   |  May 24

Read more

Building Trust By Answering Questions (w/ Marcus Sheridan)

Marcus Sheridan (Partner at Impact, Author of They Ask, You Answer) gives an incredible breakdown of how B2B companies can create content that answers prospective customers’ objections, questions, and concerns, in order to build trust and increase sales.

Metrics & Chill Podcast   |  May 17