Is blogging still a powerful way to drive signups?
Apparently, it definitely still is.
According to Hubspot’s latest lead generation study of over 1.4k companies, websites with more indexed blog posts get a massive spike in the number of acquired leads.
Image Source: Hubspot
There’s more where that came from. And as an avid curator of case studies, I’ll list some more of my newfound gems supporting my point.
Read on for my case study roundup of how 9 companies prove that blogging is a reliable channel for increasing signups.
1. Buffer – How Blogging and Focused Promotion Drove Customer Signups
Buffer sang the same praises when they acknowledged how targeted blog posts played a considerable role in referring customer signups to their business.
Refining their blogging efforts drove a 1.5 million traffic spike. And, you probably know how this story goes—more traffic equals more leads equals more signups.
Image Source: Buffer
To quote Buffer, “as our traffic grows, so does the number of signups and revenue generated.”
So, how did they grow their blog?
Below, Buffer shares how they had to:
- Understand what type of content their audience craved
- Pay attention to long-term traffic and SEO, i.e., what their targeted users are searching for in Google
- Publish at least two new blog posts per week based on these topic ideas
- Find the right editorial cadence (flow) to meet their goals consistently
- Streamline their editorial communication
- Use project management apps (they used Trello) to keep track of their content calendar
- Have constant meetings to brainstorm blogging strategy
- Assess and evaluate the performance of blog posts
- Spend 80% of time on content promotion, 20% on content creation
- Promote blog posts in their newsletter
- Craft catchy headlines
2. Neil Patel – How Blogging Generates Leads and Drives Sales
Do you know Neil Patel? He’s the digital marketer who runs Kissmetrics, Quicksprout and Hello Bar. According to Income Diary, he’s a multimillionaire now.
In one case study, Neil Patel allocated over 90% of their marketing budget between $5k and $6k on blog creation. This resulted in more than 700k visitors and over 900k pageviews, which translated to 8k leads.
Out of these 8k leads, over 5k, or roughly 62% were referred straight from Neil Patel’s blogs.
So how did he use blogging to power his multimillion-dollar empire?
- As Neil always loved to say: create exceptional good content.
- Make sure the blog posts deliver value to your readers.
- Hook readers’ attention from start to finish.
- Provide lots of proof for your statements. (Case studies, screenshots, links, etc.)
- Article length is not an issue so long as every paragraph is substantive.
- Get rid of the fluff.
- In Neil’s case, he published an average of about two high-quality blog posts per day.
- Aim to reach between 10k to 50k visitors a month.
- Always put an opt-in box at the end of blog posts. (For Quicksprout, their blog posts typically convert an average of 0.75% to 2% or 7 to 20 visitors out of every 1k signups.
3: How Blogging Drove 30k Newsletter Signups in 12 Months
In this case study, Content Marketing Lead for Shopify Gregory Ciotti shares how his content marketing efforts for their blog drove 30k signups for their newsletter in just one year.
- One page, one term. To quote: “every piece of content on your site should target one keyword.”
- Guest post to authoritative sites.
- Repurpose articles that did very well on your blog to other sites and platforms such as Slideshare, Medium, etc.
- Offer a downloadable e-book to new signups.
- Promote content to existing email subscribers.
- Emphasize your unique value proposition so you can stand out from the competition.
- Focus on the marketing platform that leads to more conversions. (in Ciotti’s case, it was email and not social media.)
4: How Write To Done Gained Over 11k Signups in Six Months
This case study documents how Write To Done was able to generate over 11.7k subscriber signups—an over 50% boost, in just six months.
They boil down their strategy into these three steps:
- Run an event on your blog
- Offer a reward to subscribers, such as an ebook.
- Launch a product on your blog
5: How Guest Post Blogging Increased Signups for 3 Companies
This massive case study by Medium features three companies:
- Co-founder of Buffer, Leo Wildrich, submitted over 800 guest posts to authoritative sites in nine months. This contributed to more than 100k signups for Buffer!
- Co-founder of Twodoo, David Arnoux, regularly blogs as a guest on The Next Web. This generated 3k visits for his company and referred around 100 trial subscribers for each post! Not bad.
- Nathan Barry wrote an article for Smashing Magazine and in return got over 1k email subscribers.
Takeaways from for this section:
- Guest post to authoritative sites
- Prospect for the relevant sites and influencers to pitch your guest post to
6. How Blogging Increased Site Traffic and Signups by Over 2.5k% in One Year
Another case study by Hubspot showed how, through blogging, they boosted traffic for a technology provider’s site by a whopping 2.5% in just one year—an increase from 88 to over 2k blog visits to the company’s site. This, of course, subsequently led to a boost in signups and revenue.
Here’s what they did:
- Overhauled the company’s existing blogging strategy
- Made a profile of the company’s target consumers
- Created new, regular blog posts that were SEO-friendly
- Promoted the blog posts on social media
- Redesigned the blog
- Put a CTA in every blog posts for subscribers to sign up and offer a reward.
A reward could be anything from an app voucher, a curated guide, or an ebook.
7. How Precision Marketing Group Increased Lead Generation by 259% through Blogging
This case study features how Precision Marketing Group used their blog to increase subscribers by 4.3k% — a 259% bump in lead signups from organic search.
Now, those are huge numbers! So, how the heck were they able to do that?
They published new blog posts 3 times a week, which was the primary gateway for readers to download free content and sign up.
Same with Neil Patel’s strategy, their CTA leads to a form to capture the reader’s information such as their name and email before they can download the free content.
See screenshot of one of their blog pages below:
8. How Groove Got 5000+ Blog Subscribers in Five Weeks
Groove also published a study on how they were able to get 5000-plus subscribers and 535 signups in five weeks.
Here’s what they said they exactly did:
- Publish new content weekly
- Created a list of, and engaged with, influencers who had an audience that matched their target profile
- Promoted their blog posts to these influencers once they were able to build enough. (Sent outreach emails requested for social media shares or a mention)
- Invited influencers to comment on the blog post to get the ball rolling, and to respond to comments
9. How Blogging Helped Increase Conversion Rate by over 3000%
In this case study, Smart Business Revolution Founder John Corcoran shared how he was able to increase his email signups by over 3000% by doing the following:
- Publish blog posts with a clear topical focus
- Add a CTA pop-up prompting target users to sign up. Add free downloadable content as a reward.
- Get advice from experts in your niche
- Trial and error each approach to see what strategy converts better
- Study copywriting to ensure that your blog posts are readable and enticing to your target readers
So to recap, here are the key takeaways based on the lessons learned from all of these case studies:
- Consistently publish more blog posts. Once a week, twice a day—the key here is to have consistency so that readers can expect a reliable schedule.
- Host an event on your blog.
- Make sure to publish quality and readable content that is relevant, useful, and interesting to your target audience.
- Place a CTA on your blog, either as a header over your blog post or at the bottom that will attract your readers to sign-up.
- Your CTAs should be linked to a lead capture form.
- Give away a free downloadable asset like an ebook to reward new subscribers.
- Send at least once-a-week newsletters promoting new content to your subscribers.
- Engage and reach out to Influencers who have the same reader demographic as what you’re targeting.
- Invite industry experts to write for your blog.
- Guest Blog for authoritative sites and include a link to your company in the body of the article or your bio.
- Choose relevant sites to guest post for. That is, choose only high DA sites that cater to the audience you want to target.
- Test out different page designs or forms to see which one converts better.
Do you know of any other blogging case studies like these that I might have missed? Any of these case studies resonated with you specifically? Any case studies you might add? If you answered yes to any of these questions, feel free to tell me in the comments below and share your experience with the world! Thank you!