The Importance of Consistent Output For Content Marketing ROI - A Case Study

 

 

 

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Content marketing, like any other strategy, has its ebbs and flows. If you’re not committed to it, you’ll see a decrease in your results. But if you are committed? You’ll see the benefits of your content marketing efforts over time.

This case study shows how two very different businesses—a self-defense and personal protection products business (Company A) and a floor cleaning business (Company B)—both invested in content marketing (AmpiFire) only to cease their commitment after about 1 year, with Company A gradually reducing their content output during an additional 3-year period.

Third party sources (ahrefs.com & serped.com) show this direct correlation between content output (Amps) and website traffic, proving that content marketing needs to be a long-term investment driven by commitment and consistency in content output.

ROI in content marketing must be viewed with a longer-term vision, despite what it may feel like at times!

Despite Their Efforts In Content Marketing, They Were Getting Nowhere

Before Company A and Company B joined AmpiFire, they struggled to get their websites ranked on the first page of Google. They tried various SEO agencies, keyword generation tools, guest content posting on other networks, and using other strategies to generate traffic and links back to their content and web assets.

Both companies competed in congested markets for their respective areas (flooring cleaning and eCommerce) and they very much needed visibility to boost their product legitimacy. This was a struggle and their marketing ROI suffered for it.

In Content Marketing, Consistency Is Everything - Volume and Frequency Are Needed To Rank

When it comes to building online visibility and traffic to your site, nothing is more powerful than consistently ranking higher in online search for those keywords and terms most important to your target segment.

Search leaders such as Google constantly analyze the web for quality content that allows them to answer their user’s search inquiries as accurately as possible. The more expressive, detailed, and informative the content is, the more Google will favor that content. The more Google favors that content, the more authoritative that content (and the sites they point to) will become—pushing them up in search results ranking.

To achieve higher ranking in Google search for their markets, both Company A and Company B needed large amounts of quality content and a wide distribution of that content. Both companies were small businesses that did not have dedicated marketing teams, so they decided to rely on AmpiFire as their one-stop-shop for content marketing.

Content Marketing Without Commitment = Poor Results - These Businesses Learned The Hard Way

In May 2017, Company A started using AmpiFire to generate brand mentions for their online store. They began strong with more than 4 Amps per month. An Amp is a content campaign made-up of 6 different formats, including a news article, blog, slideshow, infographic, podcast, and a video, and distributed to over 400 different websites.

By June 2018 they began gradually reducing their monthly Amp output and were not consistent every month with the number of Amps they distributed. The last campaign was published in April 2022 (red mark in below image).
ahrefs.com website traffic stats for Company A
Source: ahrefs.com website traffic stats for Company A
We recommended focusing on long-tail keywords that were relevant to Company A’s self-defence and personal protection products and that would help drive traffic back to their website from Google Search.

Whenever Company A released new campaigns for their store, the Amps helped secure top positions on Google’s search result pages for their personal protection products. Rankings for organic search (for keywords they were most interested in) went through the roof, with many Top 3 or 1st page placements in search results.
Sample from one of Company A’s Amp distribution reports.
AmpiFire’s hook mixing technique and adding multiple keywords to the content module headlines has led to getting more keywords ranked in Google for all of our customers – Company A was not an exception.

Company A shared that having AmpiFire amplify those keywords through content on various sites, linking back to their online shopfront, had increased the ranking of their products for those keywords and that had also increased traffic to their main website.

Company A is one of many companies we have helped to increase their sales by improving their online exposure and visibility. The results have been fantastic as they have seen a huge increase in their traffic and sales.
The AmpiFire’s Customer Metrics Dashboard shows how Company A generated more than 31K brand mentions (placements on sites indexed by Google) for their brands and thousands of page 1 rankings for keyword combinations important to the company
When asked about their experience with the Ampifire, Company A states: “It’s been really good… easy to use and very intuitive. It works great. We’re getting lots of backlinks from it and we’re getting keywords ranked. So all that stuff’s working well.”

According to the above ahrefs.com data, from June 2018 until April 2022, Company A gradually reduced its Amp output for an unknown reason, and Ampifire immediately detected a negative impact on their website traffic.

Company B, a small floor cleaning business, began using AmpiFire in Feb 2021 and signed-up for an annual subscription plan. A change in management resulted in their annual subscription not renewing; The impact on their website traffic is visible in the below figure:
Number of Amps (left-side graph) over time vs. website traffic over time (right-side graph, source: serped.com)
We see a direct correlation between Amp consistency and website traffic once again.

Do Not Do Content Marketing If You Can't Invest Resources Over The Long-Term

Content marketing is a long-term strategy that requires consistency over time, compacting results. Have you ever wondered why some businesses can’t seem to grow, even though they have a great product? Sometimes it’s because they don’t have enough visibility and legitimacy in the marketplace. AmpiFire content is specifically designed to provide exactly that – More visibility and legitimacy to businesses. Digital marketing campaigns need to be released consistently following three key lines:
    1. Target – The content should focus on a consistent set of keywords, repeatedly, across different campaigns and formats.  
 
  1. Volume – Depending on the market you are competing in if you don’t have enough content out there…Google will not even notice you.
  2. Frequency – Google rewards freshness in content, so even if you achieve volume, Google will penalize you in rankings if your content is not recent and released on a regular basis

In this specific case, both companies faltered on point 3 – Frequency – by ceasing their content output.
If you’re starting to think about content marketing, there’s one thing you should never forget: a strategy.

Creating a strategy and a plan to commit to before starting with content marketing is one of the most important things any business can do for their success—and failure. Don’t start something that you cannot follow-through on. Abandoning content marketing efforts is one of the most common mistakes that businesses make. Changing direction and strategy (e.g., what is focused-on, so point 1, Target) is fine, but consistency in content output is everything.

Content marketing doesn’t have to be complicated or expensive; it just has to be done well.
One of the most important things to remember about content marketing is that it takes time to create and run a successful campaign. Many companies jump into content marketing with the expectation of immediate results. This is a mistake. Content marketing is a long-term commitment and has a longer-term horizon when it comes to measuring results.

It’s important to set realistic goals and expectations for your content marketing efforts before you start spending time or money on them. It’s also important to have patience as you work toward those goals. You need to be ready for some trial and error, as well as some setbacks along the way.

While it may seem daunting at first, we promise you’ll find success if you stick with it!
If you’ve made it this far, then you’re probably ready to take your business to the next level.

We’re here to help you do that. It’s time for you to build your content plan and start getting found by your target segment looking for products just like yours.

Book an appointment with our team of experts today and learn how you can save time and money with us.

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