Middle of Funnel Blog Content
See the work in its natural habitat →
The Goal
To accomplish our top line goal of more customers, we needed to build and capture demand for Chief on our website. One way to do that is get active readers on the blog via SEO and Generative AI search. So we created problem-oriented content for our ideal users about B2B sales. This piece is one example. We decided active users would be the key success metric.
The Plan
The plan here was a typical blog article production process: do initial research and write the brief, interview a subject matter expert, and write the piece. Pretty straightforward.
The Process
The process went as planned. I did some online research with the help of Perplexity, interviewed Bret (founder and CEO) about the topic, and produced the content according to a 10-step outline. People love a listicle. Then I created a hero graphic and published the content to the website with our CMS, Webflow.
The Results
So far, results are looking good. This particular piece is our most-viewed article to date, having brought in 75 active users in Year One. That may not seem like a lot, but for a young site with our domain authority, it’s a result I’m satisfied with. Can we do even better? Absolutely.
Learnings
- People still like a listicle. Our brains process lists better than less organized content, and this article is proof of that. A nice, round number catches attention.
- Delivering on the promise is key. I think we did a pretty good job packaging the content. But if the article didn’t fulfill the promise made by the packaging (in this case, 10 usable strategies), then the users would bounce pretty quickly. Our active user count is proof that we delivered here.
- Subject matter expertise makes content great. I’m somewhat familiar with B2B sales from my marketing experience, which helps. But having access to Bret, who has owned the sales function and done the work, made the content so much better. Without his insights, we wouldn’t have gotten the results we got.
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