If you have any doubt at all about whether it’s worth blogging, or pursuing a content strategy, just ask Elegant Themes, a technology company that produce Divi, a web builder popular with web designers.
In a recent newsletter, they detailed the outcome of their 2015 content (aka blogging) strategy, and the results are both astounding and staggering. They reveal they have a daily content creation strategy and post every single day of the year.
Their posts contain anything that might be useful to their target audience (web designers) from dealing with client contracts to how to improve ecommerce sites, and of course, they also publish posts that promote their own products (namely their Divi site builder).
And I’m sure everyone at Elegant Themes feels that the effort they have put into blogging has been more than worth it. Because when talking about their content strategy, they said
In 2015 we published 365 posts, approved 19,335 comments, and saw 12.8 million blog pageviews. Our total post count rose to 919 published posts, our total comments rose to 58,304 approved comments, and our total pageviews rose to a whopping 27.8 million blog pageviews.
Imagine if 27.8 million people viewed your web pages and 58,304 people commented on what you had to say or sell!!
Elegant Themes have also been getting as much of this traffic as possible onto their email marketing list, and they continue
Additionally, our mailing list grew to over 173,000 after only two years of active building!
This means they can keep marketing to 173,000 pepole direct to their inboxes. No wonder they added
With this kind of growth and user engagement we’re extremely excited for 2016.
What is clear is that by blogging daily and sharing their content across social media and then sending it out to eveyrone on their email marketing list, Elegant Themes have hugely increased awareness of their brand and become an invaluable resource to the very people they want to buy their products (I know that I always open and read their newsletter and have learned a lot from it).
BUT their content strategy has not come easily or overnight. They have invested in a long term, consistent content strategy, and put huge amounts of thought and creativity into producing engaging useful blog posts.
