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Using Questions From Search To Fuel Your Content Marketing Machine

September 18, 2020
Charlie Grinnell
in
Case Studies 💡

Your target audience is searching for answers, stand out by creating content to give them exactly what they want.

After a period of web traffic decline to their blog page, Charlotte’s Web experienced a +38% increase to their blog in July 2020.

Charlotte’s Web’s top-performing blog posts include...

These blog posts were all centred around product education, with the aim of helping their customers choose the best products for them.

Meanwhile, these are their worst-performing blog posts – blogs with web traffic below 0.01% of total web traffic...

These blog posts did not seem to resonate with their consumers, yielding low readership due to unfocused messaging.

Similarly, cbdMD also saw an increase in web traffic to its blog in July, with a huge increase of +81% month-over-month.

Similarly to Charlotte’s Web, cbdMD’s top blog posts were also more education-focused, be it introducing new products to pointing out the difference between products.

While the worst-performing blog posts – blogs with web traffic below 0.01% of total web traffic include...

These poor-performing blog posts were announcement-based, focusing on initiatives that cbdMD participates in or updates on their Team cbdMD venture.

Key Findings

Education and product-based blog topics resonate well with customers for brands like Charlotte’s Web and cbdMD: Blogs that are centred around educating customers about existing products, helping them choose the right product for them, vastly outperform other types of blog posts.

What Brands Should Be Thinking About

Pay attention to questions that are frequently asked about, be it from customer feedback to trending questions on the web: Turn these questions into answers in a blog and make sure blog titles clearly capture the key message of the post. Make sure to include a plug for your products within these blogs to maximize the chances of conversion. For example, if customers are extra interested in the benefits of CBD for sleep purposes, write a blog about how your products are able to provide that benefit for the customer and insert pictures and links to your product line.

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Charlie Grinnell

Charlie is the CEO at RightMetric. You can connect with him on Linkedin.

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