Content Strategy
When I started at Pragmatic, the content strategy centered around a quarterly print magazine. Contributors would submit content focusing on trending topics, product strategies, and case studies. While the magazine was a popular asset, it became difficult to maintain during the pandemic. Ultimately, the company decided to stop publishing it in 2021.
Beyond the logistics and expense of printing and mailing a magazine, the key challenge the marketing team uploaded all the new content on the same date. As a result, several excellent content assets were not pulling traffic to the website (because what works for print doesn’t necessarily work for search engine optimization). Furthermore, this feast-and-famine approach to new content on the website made promoting the articles on social media difficult.
I was brought to the content team to build and maintain a more consistent publishing schedule designed to attract new visitors to the website through organic SEO.
I discuss my approach on the Product Chats podcast with the VP of Marketing and Product. Listen to the episode.
The Content Strategy
Upgrade the quarterly cadence to a weekly production
Discover keywords to target
Build partnerships with future contributors
Create a robust linking strategy to cultivate a more productive content ecosystem
Write in topic clusters to build a library of assets around specific topics
Produce one long-form content piece per month
Maintain and update older content to meet current SEO standards
Used data to determine the ideal word count and article format
Leverage podcasts to create long-form topics
The Results
Educational content is now about 22% of all website traffic
Increased the annual website traffic to new content by 63.5%
Duplicated the strategy to the other company verticals: design and data
Hired an additional writer to maintain quality and production volume
Earned the most qualified leads in one week after publishing this ebook: Creating a Shared Language: How Pragmatic Helps Align Your Organization and Product Team