Challenge

Increase Apogee’s image as trade show and exhibit experts while maximizing lead generation from prospective customers.

Solution

Mason Digital expanded the Apogee website’s content library by developing dozens of informative and pain-point focused blog posts, landing pages, and ebooks. The content was developed with Apogee’s target persona in mind and delivered a range of exhibit information from planning to design to finance to on-site tips. The most informative pieces, the ebooks, were leveraged as gated content by requiring interested users to supply their contact information in order to access the content.

Results

  • Increased on-site content from 4 to 32 publications
  • Organic users increased 90% vs. 2018
  • 30 total conversions from organic traffic
  • 54 form completions (9.08% completion rate)

The Mason Digital content marketing team provided informative and engaging content throughout the year which was then developed into blog posts by the web development team. Each post contained eye-catching and relative imagery and was programmed to render beautifully on all device types. As the library of blog posts grew, a better system for categorizing the posts was developed, resulting in a better user experience when browsing through the content.

In addition to blog posts, the inbound team also penned several pieces that were crafted into highly creative digital ebooks to mirror the quality of the experiential marketing work done by Apogee. The web team then developed a series of landing pages that leveraged these ebooks by capturing prospective clients’ information in exchange for the ebooks, in addition to relative information about the client. 

As the content was added throughout the year, the digital marketing team was busy promoting the new content pieces via Google Ads and various social media channels while the content marketing team crafted an automated email program to effectively promote content and capture relevant leads. As a result of the promotion of new content, web traffic surged, organic traffic increased by 90% over the previous year, and the website delivered more leads than ever before.

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