And we buy ads on Capterra, because it comes up on top for keywords like “best live chat software”. We’re quite active in asking our customers to leave us a review on those sites. Another important channel is review sites like G2Growd, Capterra and Alternative.to. We also run some Google ads alongside landing pages. There’s also the overall SEO benefit from the blog, for instance in Germany we rank well for “live chat software” which would have been very hard to pull off without the blog. That’s why I don’t judge the blog as “harshly” as our other channels. It influences the videos we produce, even the product. If you look at Kissmetrics only, our YouTube channel seems to perform much better, but our blog is the backbone of many things we do in marketing. ![]() But in general, content marketing is a long-term play, and there’s also indirect payout that is hard to measure. The blog gets 150,000 unique monthly readers, and this generates 100 direct signups, which is decent. What numbers are you comfortable to share? While we’re happy with the way it turned out, it’s kind of hard to estimate what the payout is there. In the beginning of this year we also started a podcast. We’ve also started doing more with video marketing which generates a good amount of leads. ![]() ![]() We then offer white papers, downloads and demos alongside content to generate leads. We’ve ended up focusing on our blog, on creating content for customer support and, more broadly, customer communication (including sales).
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