Objective
Idenet, an IT services provider, had been a brand operating for 15 years but needed to grow its new customer intake. I was hired to grow the brand organically, relying only on inbound marketing.
Concept / Solution
Through research, I found two key insights:
- CIO’s love to read & stay on top of tech development, but lack the time to consume
- Almost all existing content for CIO’s informed about a trend or problem, but offered no practical advise on how to use the information to implement solutions
This knowledge formed the content concept CIO Insight: a blog and newsletter with 1 minute articles offering advise on practical implementation. There were strictly three formats: tips, guides & reports.
Thoughtful SEO strategy was a key aspect to drive traffic. To execute the concept, I relied fully on my own copywriting, A/B testing, email, automation, design & SEO skills. Thanks to the organic growth and success of the concept, I was given a budget to run paid ads: SEM on Google & Bing, display ads on Google Display Network & LinkedIn advertising.
Results
- Within the first two months, Njie, the market leading provider of protein drinks in Sweden, was acquired as the first new customer
- CIO’s at Volvo, Saab, Stena Metall and hundreds of other large Swedish enterprises and state agencies joined the newsletter and consumed content on a weekly basis
- Traffic to the the site increased from a few hundred to over 5000 visitors a month in 1 year
- Achieved multiple #1 Google & Bing positions and featured snippets for big category keywords like “bimodal IT”
- The concept was awarded Best Company Blog of the Year 2016 by Expertvalet
- In 2 years, the brand was aquired by Dustin, one of the largest IT players in Northern Europe. When I met the CEO at the time, Georgi Ganev, he shook my hand, told me “I’ve heard about you” and complemented my work
* Fortunately, Idenet was acquired. Unfortunately, the Idenet brand was absorbed and the domain was shut down after the acquisition. None of the articles are still live, but feel free to reach out if you want to learn more. To see examples of my copywriting, please have a look here
