I'm going to answer this question - Is it a bunch of B.S. or can an article writing service actually help grow a dying business? Let's explore this now in this blog using facts. If facts and helpful graphs don't work for you or provide a suitable answer - then please reach out to me directly for more info at email@example.com or call 98toGo directly 404-382-9820. OK?
An article writing service can help save time, resources and headaches. Many companies who are now doing more with less employees or who don't have marketing department are outsourcing their blogging needs. These businesses realize they NEED to be creating content consistently - but simply don't have the time or resources to do so.
One such company is Cooper Music, a piano dealer and retailer. Its a family-owned business, a mainstay in the Atlanta community for generations. Cooper Music has had ups and downs. As an industry, unfortunately, the piano business overall is a declining business. The historical peak of the piano market was back in 1928. When times are tough big-ticket retail items often take a hit. The piano market has always disproportionately reacted to swings in the economy, the stock market, and even real estate. So why is this owner of CooperPiano.com smiling?
Blake Cooper Goes With Inbound Marketing
In April 2011 the owner of Cooper Music decided to jump into Inbound Marketing. Blake Cooper, pictured above, started putting more resources into his online presence. Now don't get me wrong - his CooperPiano.com site had been up and active since 1996. A veteran in online he had mostly participated in paid search, some email marketing and a bunch of traditional (offline) marketing. Now was the time to try content marketing. He would add a blogging strategy around keywords to his existing marketing plans. Blake also invested in an all-in-one marketing software called HubSpot to help him track results from inbound marketing efforts.
Consistency is Key When Hiring An Article Writing Service
Cooper hired Atlanta-based inbound marketing agency 98toGo to produce 2 blogs per week. He would supplement that with a few blogs of his own each month. Soon enough it became apparent that blogging consistently was attracting organic traffic. The blogs were anchored in keywords that would help drive business and traffic. By increasing blog frequency to 6 times per week Cooper Music realized sizable increases in organic website traffic:
The blogs were helping to attract over 3,000 organic visits per month - more than double year over year figures. Each blog averaged about 400 words and was optimized for searcher and search engines and placed as a dynamic web page on Cooper Piano's blog. In June 2012 the word count was increased to 600 words per blog to provide richer more in-depth content. At that same time the blog frequency was pulled back to 5 times per week. However, the organic traffic continued to explode, setting new records each month. With the traffic came valuable inbound links. Here is a graph over time showing an increase in overall inbound links gained organically (no link schemes or purchased links), or naturally by sticking to the consistent content strategy.
Organic Link Building, Site Traffic, Leads and Conversions
Cooper Music has scored over 60,000 organic site visits from keyword searches since May 2011 which have resulted in nearly 1,300 leads (organically). Using the HubSpot software Cooper Music can see that these 7.3% of these organic leads are converting into paying customers. This conversion rate is higher than conversion rates over time for other digital marketing efforts: email marketing, paid search (PPC), direct traffic, referral sources, and for social media.
The blogging strategy around keywords has helped Cooper rank for hundreds of keywords in the top 1 or 2 pages on search engine listings. Here's an example of a valuable keyword and its rank over time for Cooper Piano:
Save Money on Paid Search
Due to the explosion of Cooper Music's organic traffic - he was able to cut back on other marketing expenses designed to drive traffic to his website. Cooper Music has always invested in paid search experts or PPC advertising. Instead of eliminating paid search, Cooper cut back on paid search and made the campaigns more efficient. He still gets over 1,500 visits per month from paid traffic click-throughs and solid conversion rates. However, Cooper spends significantly less money on PPC. He can afford to pare back PPC because his organic traffic has nearly quadrupled.
Here is another 98toGo.com client who has cut back significantly on paid search due to traffic increases organically - check out this New York Times article on Cedar Creek Cabin Rentals.
Cooper Music continues to carefully market himself locally and with selected radio and sponsorship outreaches. One thing is for sure - Blake Cooper will not stop blogging. The results are in. See the actual results in charts above. No B.S. here... More traffic, links, leads and customers followed when Cooper Music followed a consistent blogging strategy. Hiring 98toGo as its article writing service to work an inbound marketing strategy helped Cooper Music achieve a banner and profitable year. Not bad considering the economy and a piano industry facing declining measures year after year.
Would you want to grow organically?
Seems organic food, green products and sustainability are all the rage. Are you tempted to get in on the organic explosion? Consider asking for help or trying it yourself. The trends depicted here are typical for those following a consistent blog content strategy as their foundation for inbound marketing.