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How content marketing enhances ROI
1. CORTHOUGHTS
Stronger Together
How content marketing enhances ROI
By Philip Storer
Navicor recently saw a piece of
disease education content marketing
increase website sessions on the
disease education website by an
impressive 134%. What is most
interesting about this increased
engagement is how the content not
only drove increased acquisition
through a direct link from within the
content but also enhanced organic
search traffic and drove stronger click-through
rates in paid search.
The content marketing ran on
September 18. While we know that the
increased traffic happened at that time
(see data below), the increase was not
entirely driven from referrals from the
content. The increase in organic and
paid search referrals coincides with
the same date, with an increase of
24% for organic search and a
whopping 255% increase in traffic
coming from paid search. These
increases provide us with insights into
how users behave online and
INTERESTED IN LEARNING MORE? PLEASE CONTACT PHILIP STORER - Phil.Storer@navicorgroup.com
The
combination of
each of these
drivers to your
brand’s
website is a
force multiplier
for the
effectiveness
of each of the
individual
tactics.
October 2014
2. Stronger Together
How content marketing enhances ROI
By Philip Storer
represent best practices for driving
traffic to our websites.
It seems clear that while many users
will click links that are embedded into
content, many other users, after
having read engaging content online,
will move to Google to research more
on the topic. With this insight in mind,
we want to make sure users find our
content once they have moved to
Google through organic search
optimization efforts as well as through
paid search. The combination of each
of these drivers to your brand’s
website is a force multiplier for the
effectiveness of each of the individual
tactics.
INTERESTED IN LEARNING MORE? PLEASE CONTACT PHILIP STORER - Phil.Storer@navicorgroup.com
October 2014
ABOUT THE AUTHOR
Phil began his career as front end HTML/CSS developer.
Since making the switch to strategy Phil has drawn on his
technical background to lead digital projects for a diverse set
of clients. He brings over 10 years of digital marketing
experience to The Navicor Group. Follow him on Twitter:
@phil_storer