Question:
Written by Ken Mafli, Townsend Security’s Senior Digital Marketing Manager
Below is a description of a business that is used as an example throughout the worksheet to help you with completion. Its is provided as background.
Townsend Security is a leading provider of affordable enterprise-grade encryption key management for an organization’s data at rest. We are a smaller company that routinely goes up against competitors whose marketing budgets dwarf our own. So how do we make our voice heard? Simple: a rock-solid, completely human-centric inbound content marketing strategy.
In the eight plus years we’ve been doing inbound, we’ve seen upward of 1,085% more non- paid traffic to our website. The real shocker: In that time, my team has grown its monthly new contacts by roughly 19,000% for non-paid leads. The disparity between those two numbers is a perfect example of the power of inbound: more highly qualified web traffic that converts to a much higher rate of leads.
Content marketing is continuously evolving. We created our first pillar page and launched it in the first week of January 2017. Over the next six months, we continued to optimize it, all the while promoting it via social media and online information security magazines.
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