Combining Email, Search, Social and PR for a Content Marketing Campaign: 6 Tactics to Generate Surge in Visitor Traffic

You know I’m a big believer in integrated marketing. Now that Social Media is making a surge in our marketing plans, I found this article on Marketing Sherpa interesting as it summarizes what we should do better:

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Marketing teams often focus tactics and goals in a particular channel, overlooking how these channels can complement one another. With a bit of planning, a campaign can harness the strategic value of email, search, social media and other outlets for a single purpose. See how an online luggage retailer created a premium report based on a survey of e-newsletter subscribers and captured 5x more blog traffic.

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Their blog traffic increased 518% Y/Y and additionnally the report’s landing page had a 16% lower bounce rate than the site’s average, 29% of report downloads came from referring websites, 22% of downloads were referred by search engines.

The tactics used:

Tactic #1. Use search metrics to research potential report topics
Tactic #2. Build an online survey
Tactic #3. Send survey request to email database
Tactic #4. Host report download on a dedicated landing page
Tactic #5. Pitch report to media outlets
Tactic #6. Use social channels, even if you don’t have them

Feel free to post back your own experiences here, I’d be happy to hear about it.

P.S. link related to this bcase Creative Samples from Suitcase.com’s premium report marketing campaign

Published by Emmanuel Obadia

Optimist Trusted Advisor | Mentor | Coach | Consultant | Public Speaker and Independant today, I’ve been providing executive leadership for fast pace High Tech businesses for several decades before. Acting in Marketing, Communications, Digital, Business Development, Product Management, M&A, or Alliances roles, I covered EMEA and global theatres from Europe and Silicon Valley. I started as an entrepreneur, founding my own software company, and then served major global IT vendors in international roles. I am passionate about introducing new technologies, helping reinforce the strategy, positioning, go-to-market, and ecosystem of companies with a purpose to make the world a better place (Sustainable development, Tech for Good, ESG…). Helping teams of any size thrive in complexity, speed, and change is what fuels me, particularly Mentoring & Coaching Millennials and Gen-Z. View all posts by Emmanuel Obadia