Beyond The Pageviews
Just over a year ago, Matt Osborn, Sr. Marketing Manager at Apruve was stuck on how to grow his content marketing program. He recognized the value of high quality content, but was not sure how to improve his already established content program. After attending INBOUND, HubSpot's annual conference, Matt's team implemented the topic cluster model and Apruve's blog traffic grew exponentially.
With an increase of 246% in organic traffic, Matt and the team ran into a new problem and unexpected opportunity. The increase in traffic caused an influx of guest writers eager to contribute to their blog. “When we first started the blog, we were only publishing once a week and it was managed by one person. In this sense, it was easy to remain consistent,” said Matt.
“As we saw growth, we started publishing more and started looking at other metrics. Due to the growth, we had to get more team members involved." With an overwhelming number of posts, no process to maintain brand consistency, and a small marketing team, Matt looked for a viable solution.