Content & Video

Content Performance Campaign

Data-led content program where every asset has a measurable target.

Client

A mid-market SaaS provider specializing in supply chain logistics and warehouse management software.

The Challenge

The client struggled with a high-volume content engine that lacked strategic direction. While publishing four times weekly, organic traffic was stagnant and lead quality was poor, resulting in a fractured customer journey and low conversion rates from high-intent keywords.

Internal teams were unable to attribute revenue to specific content pieces. The primary objective was to pivot from a volume-based strategy to a performance-led model where every asset served a specific stage of the sales funnel with measurable KPIs.

Our Approach

• Conducted a comprehensive content audit to identify and prune underperforming assets.
• Mapped existing and new content to a strictly defined four-stage buyer journey.
• Implemented a data-led keyword strategy focusing on high-intent 'Jobs-to-be-Done' queries.
• Integrated advanced attribution tracking to monitor lead progression from specific blog posts.
• Produced a series of high-production vertical videos addressing common logistical pain points.
• Optimized technical SEO infrastructure to improve crawl budget for priority high-value pages.

Execution

We deployed a sprint-based content program, replacing generic listicles with deep-dive technical guides and interactive calculators. Each asset was built around specific 'performance targets,' such as scroll depth, newsletter sign-ups, or demo requests, ensuring no content existed without a clear conversion path.

Simultaneously, we launched a short-form video campaign across LinkedIn and YouTube, repurposing long-form technical data into digestible 60-second insights. This omnichannel approach targeted supply chain directors with consistent, value-driven messaging across their preferred platforms.

Results

Organic Lead Volume

142%

Average Time on Page

4:12

Content Attribution

34%

Cost Per Lead

-29%

The shift to a performance-centric content strategy successfully transformed the company's blog from a cost center into a primary lead generation engine. Within six months, the client saw a substantial increase in high-intent traffic and a notable decrease in customer acquisition costs.

Duration: 180 days