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Oli Gardner kicked 2018 off with a bold, self-inflicted challenge to write 30 blog posts in 30 days in a bid to increase adoption of their two new products, Popups and Sticky Bars. Being a marketer who hadn’t actually practiced the discipline of product marketing, he thought that by talking about their products more directly in the content – including interactive demos and interesting use cases – coupled with a redesign of the blog just for this new content, they'd have awesome numbers. In this post he shares the data that sheds light on the performance and effect of his month of madness.

  • PC

    Patrick Campbell

    about 2 years ago #

    This was an absolute killer read. Really recommend it to anyone who has content as a central part of their strategy.

  • AA

    Anuj Adhiya

    about 2 years ago #

    This is an insane read - I can't believe it doesn't have more upvotes.
    Definitely, in the top 3 pieces I've read this year.
    The # of takeaways and aha moments by @oli-gardner is out of control.
    And as a cherry on top - the level of radical transparency is especially praiseworthy.

    • OG

      Oli Gardner

      about 2 years ago #

      Thank you, Anuj. Means a lot that it resonates so well.
      Agreed on the upvotes haha.

  • JO

    Jerome Okutho

    about 2 years ago #

    Great post. Thanks for the insights!

  • EG

    Elmar Gasimov

    about 2 years ago #

    Great article!

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    Nitish Sharma

    about 2 years ago #

    Oli, I love your willingness to dive in on a large all-in commitment like this. Then, to have the analytics discipline to actually measure the results takes it to a completely next level.

    I'll need to verify my numbers on this, but that .3% is actually 10x better than the customer conversion for our B2B clients. The basic numbers formula for content marketing conversion is 3% visitor-to-lead, 10% become a decent prospect (MQL), and 10% of those become a customer if you've got a good sales team. In our case, our client's customers are worth 5-7 figures in revenue to them, so it's still often a good investment of resources. That's honestly why we typically recommend content for high customer value clients. The direct conversion rate is pretty low.

    Keep up the great writing!

  • AD

    Ashwini Dave

    11 months ago #

    No its not