How 6 Brands Stand Out and Get Results from Content Marketing

This post was co-written by Shopify’s Casandra Campbell.

Imagine increasing revenue by 34.7% ($3.4 million in one year)
from your FAQ section alone or growing conversion rates from your
blog by 800%.

These aren’t made-up numbers. These are real results from real
companies shared in response to our request for examples of awesome
content marketing via HARO and other channels.

Let’s explore how six companies in six industries find amazing
results from their content marketing programs.

IEEE GlobalSpec: and Engineering in Motion

The world’s largest online destination for engineers and
technical professionals,, published by
IEEE GlobalSpec, offers news and analysis to 8 million

Armed with data showing a high engagement rate for videos on the
site and in newsletters – and a familiarity with its target
millennial audience’s tendency to watch video on
mobile devices
– the IEEE GlobalSpec team designed a
video-focused newsletter.

Why it’s different

IEEE GlobalSpec used a proprietary model to find people who
interacted with its videos or webinars to develop the circulation
for the newsletter, according to Zander Wharton, senior account
executive of Finn Partners.

The methodology focused on selecting the audience most likely to
interact with this type of content, not which industries they were
in. The newsletter content includes video that’s interesting to a
general engineering audience.

IEEE GlobalSpec’s video newsletter targets the audience not
based on their industry but by format preference.

Click To Tweet


The Engineering in Motion video email
campaigns, according to Zander, earned:

  • 36% email open rate
  • 23% click-through rate
  • 80% engagement rate

Lessons observed

Deliver content in the format
your audience
prefers. Don’t be afraid to be more general and
less niche in your targeting.

Deliver #content in the format your audience prefers to consume
it. @TheSearchGuru @Casandra_Camp ‏

Click To Tweet

Anthem BlueCross BlueShield: The Benefits Guide

Health insurance provider Anthem BlueCross BlueShield developed
The Benefits Guide to
provide objective, practical information to business owners looking
to promote office health or to better understand the Affordable
Care Act (ACA).

Why it’s different

The Benefits Guide serves Anthem’s small-business-owner
audience through objective, simple, and actionable content.

A technology upgrade helped Anthem improve the visitor site
experience by providing content recommendations based on the
visitor’s interests and behavior rather than only on the
currently viewed content topic, according to Lauren Cranston, PR
and social media specialist at Skyword.

Try recommending #content based on visitors’ interests and
actions, not just the topic they’re reading.

Click To Tweet

The team also designed a form for requesting more information
that fit the site’s design. It felt more organic than a typical

sales lead generation
form and ended up capturing some of the
highest qualified traffic coming through the page.


According to Skyword’s Anthem case
, earned:

  • 103% growth in page views
  • 102% growth in search views
  • 73% in organic traffic

Lessons observed

Anthem invested in empathy and objectivity, and it made all the
difference to business owners. Personalizing content
recommendations based on a holistic view of the visitor, not only
the topic consumed in that one visit, led to significant

Shoes for Crews: The Gripping Blog

Shoes for Crews, a European producer and retailer of
slip-resistant footwear for men and women in the service and
hospitality industry, produces highly read The Gripping Blog for
hospitality workers.

Why it’s different

Shoes for Crews creates its blog
to address queries and keywords with a low search volume
to achieve a higher ranking more easily, according to Tiffany
Kalus, SEO executive at Digital 22. This approach not only drove
quality traffic to the site but, through
internal linking
, provided a boost to other focus pages on the


Shoes for Crews blog, according to Tiffany, experienced:

  • 50,000 monthly blog visits, up from 500, over the course of 18
    to 24 months
  • 800% increase in conversion rate from organic traffic year over

.@Shoes for Crews created #content for keywords w/ low search
volume for a 100X increase in monthly visits.

Click To Tweet

Lessons observed

Choose the
that matter to your audience to create value. More
specifically, focus on relevant keywords with smaller search
volumes to achieve rankings quickly. 

oMelhorTrato experts at FAQ

oMelhorTrato, a financial comparison service in South America,
aims to help people understand financial decisions. When visitors
submit questions to the site, the answers get published as a blog
post on its “FAQ ask an expert” page.

Why it’s different

All questions submitted get a thorough answer, according to
Cristian Rennella, CEO and co-founder oMelhorTrato. These responses
are not only sent to the visitor but also get published on the blog
to serve as a resource for other visitors and to show the
company’s expertise in the space.

oMelhorTrato answers every question submitted in order to be
seen as expert resource in finance.

Click To Tweet


From the launch of this FAQ
, Cristian says oMelhorTrato has seen:

  • 7% revenue growth representing revenue of $3.4 million per

Lessons observed

Look for opportunities, including your data, to create valuable
content assets. Identify how a response to a single audience member
could be used to address many.

SupplyHouse: Trades Built on Pride

SupplyHouse connects plumbing and HVAC professionals with
customers, so it serves two target audiences: HVAC providers and
people and businesses who hire the providers.
launched a user-generated content campaign, Trades Built on Pride, to honor
tradespeople and the work they do every day.

The marketing team reached out to a well-known Facebook plumbing
community and asked members to record videos of themselves saying
how long they’ve been in the trade, what they do, and anything
else they wanted to add.

Why it’s different

After receiving 20 submissions, the marketing team developed
multiple versions of the videos, according to Susan Moeller, senior
marketing manager, BuzzSumo. Some versions targeted the people who
hire HVAC professionals and some targeted the HVAC contractors
themselves. The videos were also tailored to several content


The Trades Built on Pride video campaign, according to Susan,

  • $15.72 for every $1 spent in one month (from the
    consumer-focused video)
  • 95% growth in TradeMaster (contractor) accounts and 120%
    increase in revenue (from the HVAC provider-focused video)

Lessons observed

Think of unique avenues to engage and ask your target audience
to help create the content. Don’t take a one-and-done approach.
Think about how to tailor the same original content for
multiple audiences


BuzzSumo, which provides social engagement data for content
marketers, faces stiff competition for content marketing attention.
Yet it achieved impressive results from a single article –

We Analyzed 100 Million Headlines. Here’s What We Learned (New

Why it’s different

BuzzSumo used its
own data
to develop the top headline research. It also picked a
topic it knew would generate a lot of interest among its target
audiences and be referenced by expert-related sources in the


The BuzzSumo post earned:

  • 721 backlinks
  • 272,000-plus page views
  • 30 service..

Source: FS – Social Media Blogs 2
How 6 Brands Stand Out and Get Results from Content Marketing