Content Writing Contest
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Is content marketing effective? These three case studies show how three different companies utilized different content marketing strategies to achieve success and growth in under a year.

Case Study #1: How HotPads increased their blog traffic by 4,000% using original content

The Challenge: With fewer than 400 views on their blog per month, HotPads needed to curate traffic that would convert visitors into an engaged, returning audience. HotPads decided to turn to original content and forego the use of any paid content or promotions in order to achieve their goals for growth.

The Strategy: HotPads turned to content creators to create and publish original story-based content to their website. They focused on hiring quality, vetted journalists and content writers to produce the content.

The Results:

  • >4,000% traffic increase in 7 months
  • 270 original articles produced in under a year

Takeaway:

Never underestimate the power of original content. HotPads used storytelling to get their message to the right people and created an engaged audience that helped them grow into the popular rental site we know today.

Case Study #2: “Perceptions of Perfection” goes viral

The Challenge:

Superdrug.com wanted to build a campaign that would bring more attention to the lasting problems surrounding body image issues, especially in women. The goal was to offer and raise awareness of resources available to anyone struggling with these problems. This was a sensitive topic that needed to be handled well in order to be effective.

The Strategy:

Graphic designers from 18 countries around the world were hired, all with the same simple task: photoshop the same image of a model and make her attractive in a way that fits their country’s beauty standards. The results were shared as part of the campaign to show the vast differences in beauty standards across the world.

The Results:

  • Almost 600 pickup placements, including on major sites such as Buzzfeed and The Huffington Post, as well as international coverage by multiple news outlets
  • Nearly 1,000,000 social shares
  • Multiple celebrity endorsements

Takeaway:

Appealing to emotion in a way that is relatable to your audience is an effective way to connect and encourage engagement. Emotions are also a key factor in viral content.

Case Study #3: Dell’s Lead Nurturing campaign achieved $40 million in incremental revenue

The Challenge:

Dell’s marketing strategy didn’t account for following up on leads from partner campaigns, leading to ROI losses and a disconnect between Dell’s marketing efforts and their sales channels.

The Strategy:

Dell began a lead nurturing solution that utilized thousands of pieces of unique content that would personalize the experience for every lead, guiding them through interactive content including emails, landing pages, and more that would enable viewers to explore and educate themselves about Dell’s products before ultimately making the decision to buy.

The Results:

  • Dell saw an average 35% sale value increase in nurtured leads vs. unnurtured
  • 300% engagement rate improvement
  • $40 million in incremental revenue from marketing partners

Takeaway:

Always follow up on leads and never leave your customers with a dead end when they are viewing your content. Dell’s efforts in creating thousands of pieces of interwoven content allowed for a highly personalized campaign that appealed to a wide audience.

Different companies have different goals to achieve their idea of success, but the many sides of content marketing offer something for everyone when it comes to reaching those goals, whether it’s company growth, greater ROI, or greater brand recognition. Content marketing strategies are the most effective when marketers take the time and research to understand their target audience. The key takeaway from any content marketing case study is to craft a strategy that revolves around your company’s goals and the story you want to tell.

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Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
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Sujay Maheshwari Founder & CEO Netcurate.com
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Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

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