We are incredibly happy and proud that Cube Group has been shortlisted as a finalist for the European Content Awards. Especially that we are the only one nominated agency from Poland! Last year, we enjoyed success with our campaign for Provident in the European Search Awards in the Low Budget category. This year, it is time for CONTENT!
It is a great honor for us, but also a great satisfaction that we can share the results of a not easy ecommerce campaign. And at the same time to go to a higher level with content marketing campaigns.
On the one hand, we deal with a difficult and competitive beauty industry. On the other hand, we have come to face the uneasy situation in ecommerce after the pandemic lockdowns were lifted. A year earlier, due to the outbreak of the Covid-19, shopping trends leaned heavily towards online shopping, which resulted in increased conversions in ecommerce. When commerce returned to stationary stores, our challenge was to keep our goals high.
The client couldn’t afford revenue declines, and we couldn’t let them down. We relied on a content strategy to bring in valuable organic traffic. What does it mean? We wanted to monetize content, so it was important to us that the user who visits the blog actually makes a purchase.
We are currently focusing on multiple content goals. It’s like a multi-layer sandwich, to which we add more ingredients, and the whole thing tastes great!
At first, we superimposed a communications strategy on the idea of topic clusters. Since we wanted to match our content well with the needs of our target groups, we spent a lot of time getting to know our users. We created elaborate buyer personas. We tailored different topics to each group and developed them differently in terms of communication – to make them understandable and engaging at the same time.
We focused heavily on search intent. Each topic was analyzed separately. We created briefs for copywriters, taking into account how to develop the content: the order of the topics covered, additional material, inspiration.
We hired a number of specialists to create content: cosmetologists, dermatologists, biotechnologists. We worked with the EEAT model: experience, expertise, authoritativeness and trustworthiness.
Articles featured infographics and videos – also as an element to increase engagement and extend time on the site.
At the same time, we guided the user step by step towards the shopping cart. From pillar content (top of the funnel) to detailed cluster articles (middle of the funnel), so that the user finally moved down the funnel – to the product category and product. The development of topics at different stages of awareness allowed us to identify users and assign them to a specific buying level.
In addition to growth in search engine visibility and organic traffic, we were interested in extending the user’s time on the site and the depth of the visit. We studied the conversion paths that the blog opened.
At the same time, we increased the number of assisted conversions by 20% year-on-year (2021 to 2022), which allowed us to achieve higher revenue from transactions opened by the blog.
The topic clusters strategy gave us the opportunity to implement a number of advanced content solutions, which later served as case studies. Among other things, we saw that articles with infographics were more effective. We researched that among 4 articles from the same cluster, with similar traffic potential, an article with an infographic achieved nearly 60% more sessions!
The topic clusters strategy quickly became a multi-level strategy. We superimposed multiple aspects on the organic traffic parameters:
– communication strategy, based on buyer persona,
– shopping funnel strategy,
– a multi-format strategy,
– content seeding – we used the materials created for the blog, among others in mailing for example, increasing and its effectiveness.
After the beauty industry, it is time for another. Multiformat topic cluster strategy is the beginning of monetization of content marketing for our other clients as well. We are currently working on similar models even in such difficult industries as the medical or financial sector.
We await the results of the competition with great excitement. We are proud to talk about our success. Many people worked for it: strategists, content marketers, copywriters, industry specialists, graphic designers. We proved that content actually makes money and can be scaled!