67% increase in organic traffic
100% growth in leads
IDS Agency, a Growth Agency, specialized in inbound marketing, inbound sales, and growth-driven design based in Santiago, Chile was spending a lot of time helping clients get started with content creation and begin to generate leads. Their process began with researching the buyer, and determining the content they may be interested in.
Typically, this meant performing keyword research then writing blog content which ultimately led to a landing page that contained a downloadable ebook. While this process was effective and works for many clients, it meant writing a lot of blog content on similar topics.
“We were spending, between 2-8 hours creating individual blog posts. When you consider that we had to create dozens of posts for some clients, it took a significant amount of time.” said, Ranya. She also added, “Some clients would come back to us after the initial campaign to write more content and drive additional traffic that will generate leads.” This meant more keyword research, and more time writing a lot of keyword-specific content instead of topical content.
As a result, Ranya and her team spent a significant amount of time building campaigns to help their clients get found in search, and ultimately generate leads.
With search behavior changing, IDS took a look at their content, and services, and determined they wanted to offer more for inbound sales.
In Santiago, many companies look for help with establishing a sales process and IDS wants to be known for inbound sales. So, Ranya and team began by creating a pillar page around how to sell faster, or
Within a few weeks of the page
Referring to the Content Strategy tool, Ranya said “It has helped me tremendously with our content strategy and achieving our business goals. Game changer!”
Based on the success of the first pillar page, Ranya wanted to take this approach and apply it all content for IDS Agency, and all their clients as well. That’s when she started using HubSpot Content Strategy, a new tool to help her discover what to write about based on topics, not just keywords.
Using Content Strategy Ranya, and the IDS team, were able to easily visualize and organize all of the content within a cluster. It even helped the IDS team turn existing content written over the past 3-years into topic clusters, and build out more authority in key services, such as inbound sales.
“Applying the topic cluster methodology, along with Content Strategy, has helped us optimize our content creation process for all of our clients. Now we work with pillar content offers, with has helped us deliver better content in shorter time, and our content team has full visibility on the strategy ahead.”
For example, here is a Trello board of our content process for some clients. Since we’ve started using Content Strategy we’ve planned content in topic clusters and sped up our process in the meantime.
We’ve also started using this new methodology with our clients and plan to get everyone utilizing the Content Strategy tool.