Запускаю контент-стратегию для американского B2B рынка. Пока делаю упор на блоги и кейсы, но результаты средние. Может стоит больше внимания уделить вебинарам? Какой у вас опыт с разными форматами контента в США?
Had a SaaS client where we kept blasting blog posts to their email list - CTR stuck at 2.1%. So we switched it up and started teasing exclusive case study previews instead, with the full version behind a registration wall. Same exact audience, but CTR jumped to 6.8% because people could instantly see ROI proof from companies like theirs. Learned that email works way better when you’re teasing your best-converting content, not just pushing whatever’s new.
Had a B2B client struggling with traffic, so I dug into their log files. Found something interesting - their case studies were getting 3x more crawl attention than blog posts, but they had zero schema markup. We added Article and Organization schema to the case studies and created better internal links from blog posts to these high-converting pages. Result? Case study traffic shot up 180% in two months.
We ran a SaaS campaign where interactive webinars crushed static content - 4x better lead quality. The game changer? We stopped pitching features and started hosting peer discussions about real industry problems. Weeks later, people were still sharing insights from those webinars on social media. Never saw that kind of organic reach with blog posts in that space.
Had a B2B tech campaign that was bleeding money on broad content promotion everywhere. Game changer: our case studies had awful CTR but crazy high conversion rates when people actually clicked. We moved 70% of our paid social budget from pushing blog posts to boosting those case studies with laser-targeted audiences. CPA dropped 40% because we finally showed our best converting content to qualified prospects.
Had a cybersecurity client where our top-of-funnel blog posts kept pulling in IT generalists - not the security decision-makers we wanted. The game changer? We switched to deep-dive content pillars that tackled specific compliance headaches. Each pillar became this massive resource hub we’d link back to throughout our content calendar. Bottom-funnel conversions shot up, and we finally started attracting prospects with real budget authority.