For any company doing a content marketing, the central question should be how blog posts ultimately translate into new customers. This question might seem difficult or even impossible to answer given the fact that content marketing is a notoriously soft science. However, companies are starting to measure, analyze and test different content marketing strategies with the goal of increasing conversions. In this article, Dan Levy, Unbounce’s Content Director, shares a detailed conversion-centered content strategy example. Dan Levy introduces McGaw.io (that’s us!) and our data-driven approach to content marketing, using our work with Chupamobile as a case study. Chupamobile launched in 2011 as a marketplace for app source code. This enables anyone to get an app created and customized from a template app. They also match professional app developers with entrepreneurs looking to create and launch an app. This case study takes you through McGaw.io’s planning and execution of the Chupamobile campaign step by step, and in the process teaches you how you can run one just like it. The first part of the process is always identifying potential problems or opportunities. For Chupamobile, Flappy Bird changed everything. After a wildly successful launch, Flappy Bird was pulled from the app stores, leaving scores of people making copycat games in its wake. This made the mobile app market extremely crowded, and app stores proposed limitations in regards to template based apps. Chupamobile needed to distinguish its apps marketplace from the copycats flooding the market and educate their market. This meant creating a new content strategy. In this case study, you’ll learn details about each step of McGaw.io’s specific process:
- Identify segments of customers.
- Determine what content topics were in demand.
- Redo the editorial calendar to reflect the new information.
- Create a defined distribution plan.