ContentCal was a social media scheduler platform, born from the idea and engineering technology of Alex Packham in 2016. Their growth and approach, was to offer single users a low entrance subscription to be able to schedule and post content across a varied number of social media platforms. ContentCal offered a variety of subscription models from single users, to multi “seats” agencies, all the way to enterprise level/global brands – to make scheduling and posting across the multiple social media platforms easily and quickly, using COPE (Create Once Publish Everywhere).
ContentCal brief was to increase the growth of its customer base, take market share from competitors and target the likes of Hootsuite and Buffer globally using the power of its technology and engineering to develop wider features and the ever changing landscape of social media platforms.
Digital Thrive lead with a full acquisition digital marketing strategy using SEO, Content Marketing, Paid Search and Paid Social to deliver the objectives and grow both traffic and live subscribers.
ContentCal objectives were set to increase organic traffic to the site by 300% in year one
Conversion rate of organic traffic improvement from 3% to 10% within 6 months
Target growth plan of 25% new users at a low Cost Per Acquisition (CPA) via Paid Search strategies – month on month and scale up
Improve the lifetime value of customers – using target comms, new features and competitor analysis
Using a full digital marketing mix of PPC, Paid Social, Search Engine Optimisation (SEO), Content Marketing – we were able to position ContentCal and its full toolset of features in front of the right type of customer for each product they offered, targeting a wide range of single seat users, all the way to full enterprise level brands.
We used a full mix of Paid Media across Google PPC, Bing, Paid LinkedIn Advertising, Instagram and Facebook – which proved to be highly beneficial to the brand getting wider reach, brand awareness and also, bringing in users to the top of the funnel. Digital Thrive were tightly focused on users looking for a wide range of keywords and phrases – but also reducing the kind of users that were potentially looking for something else related, using a varied range of bidding strategies and campaigns.
For organic growth – Digital Thrive ran a full Technical SEO Audit, collaborated with the team at ContentCal, to implement all the fixes and align to search engine best practice – to make the site as error free as possible, easily crawlable and indexed quickly.
We ran Competitor Research and Keyword Gap Analysis – to understand what and where their competitors were ranking for, what content they had that ranked in top positions and brought in organic traffic for. Developing a 6 month content calendar for Content Marketing which would make sure that all content was highly optimised for onpage SEO and building a robust internal linking matrix – so send the strongest signals to search engines.
When content was published – we used the COPE methodology to make sure it quickly had the widest reach possible. Collaborating with the team, we developed “Cornerstone Content” which was longer form, but answered all questions that users may have around certain pain points and barriers – aligned to the business and its products. We held top 3 positions for “When is the best time to post on certain social media platforms” for over 12 months.
ContentCal were our client for over 2 years, they trusted us to manage a six figure sum, paid media budget, look after all of their SEO needs and also collaborate with the wider teams for CRM, digital marketing strategy and helping with their wider needs across the brand. The numbers were so good, it played a part in Adobe purchasing them in 2022.
Increased overall organic traffic by 1100% over a 2 year period
Improved their Paid Media conversions by 400% over the first year
Lowered the Cost Per Acquisition by 50%, but also at the same time, increased the overall signed up customers 110%
Kept ContentCal in top 3 positions for high volume, intent SEO search terms for 12 months
Moved ContentCal from page 7 to page 1 for high value and volume keywords like social media scheduler and variations across its featured toolkit within 6 months of starting
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Empowering Businesses with Data-Driven Digital Success.
Empowering Businesses with Data-Driven Digital Success.
Ty Merlin, Caerphilly Business Park, Caerphilly, CF83 3GS
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