Generating High Value Leads Through Content Strategy

The Problem:

ConsenSys is a market-leading blockchain technology company that enables developers and enterprises to build next-generation applications on the decentralized web. Most popular amongst software developers, ConsenSys still needed to establish itself as a reputable provider of Enterprise Blockchain solutions. 

During my first month, I joined a self-directed, cross-functional remote team consisting of a Project Manager, CRM Manager, Search Engine Optimization Lead, Public Relations Manager, and two Content Marketers. We created a strategy to position ConsenSys as a market-leader in Enterprise while promoting the sole product at the time, Enterprise Ethereum.

The strategy focused on:

• Launching informative use case pages to establish ConsenSys as an authoritative source of Enterprise blockchain content  

• Tying each use case page to supporting media, i.e, gated and ungated content, product collateral, and blog posts to improve ConsenSys’ visibility in search engines.

• Optimizing on-site content for conversions 

• Utilizing on-page SEO techniques to rank for industry-specific keywords

Key Results:

1. From zero to 175 keywords ranking on the Top 3 positions (vs IBM: 59)

2. From 0.5% to 25% organic visibility for consensys.net (vs IBM:10% )

3. From zero to 40 Featured Snippets for the Ent Eth section

4. From zero to +24k organic clicks on the Ent Eth section.

5. Generated leads valued over $1.5MM in the opportunity pipeline

6. 54% of MQLs coming from organic traffic (3,232 out of 5,988)

The Process:

The SEO lead provided a list of in-demand keywords, and we selected keywords related to the industries where ConsenSys and its sub-brands operated and devised a production framework.

The decentralized organization lacked a clear, concise outline of each sub-brand, their status, and their offerings or benefits. The Project Manager and I created a document to streamline each brand's biography, product, feature overview, onboarding system/requirements, competitive positioning, benefits, and keywords; standardizing the language across the organization, and preparing us for website creation.

After securing stakeholder approval, I began creating first drafts for the following Enterprise Blockchain pages:

Blockchain Use Cases and Applications by Industry
Blockchain in Financial Services
Blockchain in Digital Identity
Blockchain in Supply Chain Management
Blockchain in Sports and Esports
Blockchain in Retail Fashion & Luxury
Blockchain in Real Estate
Blockchain in Media & Entertainment
Blockchain in the Legal Industry
Blockchain in Government and the Public Sector
Blockchain in Healthcare and the Life Sciences
Blockchain in Energy and Sustainability

To create pages that were concise and easy to understand, I thoroughly researched the topics, and sent out a document that outlined each section of the proposed web page for stakeholder approval. 

I then wrote the text, leveraging on-page SEO strategies, i.e., SEM Rush, Featured Snippet Optimization, Anchor Links. The web pages took an average of 1 month to launch.

Supporting Media

After the use case pages were complete, we set out to create supporting content for each industry. 

Case Studies:

• EU Blockchain Observatory & Forum: Blockchain Case Study for the European Union

• Zug Digital ID: Blockchain Case Study for Government Issued Identity

Gated Content: 

• Project Khoka: An Enterprise Ethereum Banking and Finance Case Study

• Blockchain in Public Goods Allocation

As a result, we generated leads valued over $1.5MM in the opportunity pipeline. Additionally, interested enterprise clients gained knowledge while advancing ConsenSys’ 6-month purchase funnel faster. The sales team gleaned details about potential clients thanks to targeted lists, which marketing collateral was downloaded, etc. These steps allowed the sales team to personalize email outreach and enhance the response rate.