Read the case study to see how UC Marketing helped Modality Systems grow their blog traffic and gain better traffic that converts to paying customers.
Industry: Unified communications
Modality Systems is a Microsoft gold partner specialising in Microsoft Teams, Azure, and Office 365 services. It provides professional services, support, and products for existing Microsoft customers.
Modality serves hundreds of customers through its professional services and support arm. It has a well-established presence with Microsoft partners and customers.
Product: Content marketing strategy and execution
Modality invested in UC Marketing’s organic content marketing strategy and execution. This means we developed a content strategy, conducted keyword research, and wrote the final copy for blog posts and content assets.
Modality also needed help with content promotion to gain backlinks, gain Twitter followers and LinkedIn engagement, and extend the reach of existing and new content.
Challenge: Generating more blog traffic and converting to leads
Modality was already established within the Microsoft community but had little blog traffic from the rest of the world. Blog views, and associated leads, came from partners, employees, and word of mouth. But few converted to leads and revenue.
Modality wanted to use its Microsoft knowledge and experience to create blog posts that drove traffic to its product pages.
Modality already had several products embedded within existing clients but little demand outside of its existing client base and partner network.
In-house, Modality had marketing expertise for events and PR but no content marketing specialists.
Modality needed to:
- Create a content marketing strategy to drive inbound traffic and leads.
- Create content outlines for freelancers and in-house staff to write posts from.
- Write blog posts that gain traffic from inbound sources like Google.
- Write blog posts that convert readers to free trials.
- Write blog posts that convert freemium users to paying customers.
- Refresh existing content to attract new views from search engines.
- Promote content on new channels to gain more views.
- Engage existing social media audiences with new content.
Solution: develop a content marketing program
We developed an inbound content marketing strategy for each product Modality wished to drive more traffic to.
Rather than gaining traffic for easy and irrelevant traffic that would show up in vanity metrics, Modality needed to focus on mid-funnel content. This would balance being found on search engines with creating content that correlated to leads and revenue.
For example, Modality’s OneConsultation product was used by the existing client base but was struggling to gain new interest. Instead of writing about the broad topic of telemedicine, a focus on virtual consultation software and similar terms with high intent was agreed upon.
Included in the strategy were:
- Audience research
- Keyword research
- Search intent.
Once these were identified, content briefs were created. These could be handed over to in-house SMEs or written by our content team who have experience in unified comms and the wider Microsoft space.
Save for later: 10 Reasons To Hire A Niche Content Marketing Agency
UC Marketing created 31 new blog posts and refreshed 9 existing blog posts over the course of a year.
New blog posts include:
- Microsoft Teams Call Centre: Features and Functionality
- Microsoft Teams Contact Centre: What Are My Options?
- How Microsoft Teams For Frontline Workers Empowers Your Entire Business
- Microsoft Teams Voice Options To Unify Your Communications Stack
- 10 Microsoft Teams Certified Devices & What Happens When Users Go Rogue
- What is the Future of Virtual Consultations?
- Attend Anywhere vs OneConsultation
- Virtual Clinic 101: Find The Answers You Need For Your Practice
- How Virtual Clinics Give Patients More Consultant Time
Each new blog post followed our established process for writing content briefs and making it easy for writers to fill in the blanks.
Once created and signed off by an SME, we published the post on Modality’s CMS (was WordPress, now Drupal).
From here, we were responsible for content promotion and gaining backlinks.
Using a 40-step content promotion process, we gained immediate views from channels like:
- Medium
- Quora
- Niche forums
- Community boards
- Guest posts
As well as obtaining immediate traffic, early promotion was to pay dividends in gaining backlinks so Modality didn’t need to invest time in cold backlink generation or hire a specific backlink agency.
Results: 📈
When taking over the blog, Modality was getting an average of under 2,000 views per month. These were from a handful of employees sharing content on social media.
This is not a reliable method of content promotion. What happens when those employees leave?
A year into Modality’s new content marketing strategy, the average monthly blog views has grown to over 4,000. Traffic channels extended to search engines, further social media, and new channels never utilised before.
Of the 31 new blog posts written and 9 blog posts refreshed, key results include:
- 25,000+ more blog views than the previous year.
- Securing guest posts on industry publications like UC Today and Hypercontext.
- Ranking on the first page of Google for competitive terms like “telemedicine platforms”.
- Obtaining the top spot on Google for a competitor platform.
- Ranking #1 on Google for the most important keyphrases identified by the business.
- Displacing a competitor for a key featured snippet.
- Generating new featured snippets for keyphrases.
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