Leveraging Content Marketing

Content marketing is a powerful strategy that can significantly enhance your digital presence. Let’s explore how you can leverage content marketing effectively by building a resource library and implementing a robust backlink strategy.

Building a Resource Library

Creating a comprehensive resource library can establish your brand as a thought leader and drive substantial organic traffic. Lattice’s approach to building the Lattice Library is a prime example of this strategy in action. Their library includes in-depth articles, practical guides, and insightful case studies, which contribute to 72% of their total traffic.

The key steps to building an effective resource library include:

1. Identify Key Topics: Focus on topics that are relevant to your audience and address their pain points.
2. Create High-Quality Content: Ensure that your content is well-researched, informative, and engaging.
3. Organize Content: Categorize your content into easily navigable sections.
4. Promote Your Library: Use various channels such as email marketing, social media, and SEO to promote your resource library.

A well-maintained resource library can attract a significant amount of organic traffic. For instance, Lattice’s content library subfolder attracts 84,500 visitors monthly, representing an equivalent ad spend of about $967,000 annually (Foundation).

Metric	Value
Total Traffic from Library	72%
Monthly Visitors	84,500
Equivalent Ad Spend	$967,000/year

For a deeper dive into similar strategies, you may refer to marketing strategies that airtable use.

Backlink Strategy

A strong backlink strategy is essential for improving your website’s authority and search engine rankings. Lattice has amassed a collection of 320,000 backlinks, ranking them in the top three for over 2,000 keywords (Foundation Labs).

Key components of an effective backlink strategy include:

1. Quality Over Quantity: Focus on acquiring backlinks from reputable and relevant websites.
2. Content Outreach: Reach out to industry influencers and authoritative sites to share your content.
3. Guest Blogging: Write guest posts for high-authority blogs in your niche.
4. Internal Linking: Use strategic internal links to spread link equity throughout your website and keep users engaged. Lattice effectively directs users to 96 other pages within their domain (Foundation).

Lattice’s targeted approach to keywords and backlinks helps them attract nearly 118,000 organic visitors each month, saving them hundreds of thousands in paid advertising costs.

Metric	Value
Total Backlinks	320,000
Keywords in Top 3 SERPs	2,000
Monthly Organic Visitors	118,000

For further insights on backlink strategies, you may want to explore marketing strategies that miro use and marketing strategies that figma use.

Enhancing Online Visibility

Enhancing online visibility is crucial for staying competitive in the digital marketing landscape. Two key strategies that Lattice employs effectively are keyword targeting and internal linking.

Keyword Targeting

Keyword targeting is a cornerstone of Lattice’s SEO strategy. By focusing on a broad spectrum of keywords, Lattice manages to capture a significant amount of organic traffic. They target over 61,000 keywords, with about 2,000 of these ranking in the top three search engine results pages (SERP) (Foundation). This extensive keyword strategy not only drives traffic but also reduces reliance on paid advertising.

Here’s a table summarizing Lattice’s keyword targeting success:

Metric	Value
Total Keywords Targeted	61,000
Keywords in Top 3 SERPs	2,000
Monthly Organic Visitors	118,000

By targeting a wide array of keywords, Lattice ensures that their content appears in multiple search queries, increasing the likelihood of attracting potential customers. This method also helps in capturing long-tail keywords, which often have less competition and higher conversion rates.

For more insights on keyword targeting, you might want to explore marketing strategies that ahrefs use.

Internal Linking

Internal linking is another effective strategy used by Lattice to enhance their online visibility. By strategically placing internal links within their content, Lattice spreads link equity throughout their website. This not only improves their SEO but also keeps users engaged by directing them to other relevant pages within the domain.

Lattice’s internal linking strategy includes:

• Spreading Link Equity: Internal links help distribute page authority across the website, boosting the SEO performance of linked pages.
• User Engagement: By linking to 96 other pages, Lattice keeps visitors on their site longer, reducing bounce rates and increasing the chances of conversion.

Metric	Value
Internal Links per Article	96

Effective internal linking enhances the user experience by providing additional resources and information, making it easier for visitors to navigate the site and find what they need.

For further information on internal linking strategies, check out marketing strategies that notion use.

By implementing robust keyword targeting and internal linking strategies, you can significantly enhance your online visibility, driving more organic traffic to your site and improving your overall SEO performance.

Boosting Brand Presence

For a mid-sized B2B SaaS company, enhancing brand presence is crucial for standing out in a competitive market. Leveraging marketing strategies that Lattice use can help you achieve this goal. Two effective strategies include the C-Suite interview series and live industry events.

C-Suite Interview Series

Lattice launched a C-Suite interview series as part of their marketing strategy to solidify their brand presence (Foundation Labs). This initiative involves interviewing high-ranking executives from various industries, providing valuable insights into leadership, business trends, and industry-specific challenges.

By featuring these interviews on your website, blog, or social media channels, you can attract a wider audience and establish your brand as a thought leader. This strategy not only builds credibility but also fosters relationships with key industry players.

Benefits of a C-Suite Interview Series:

• Increases Credibility: Showcases expertise and thought leadership.
• Expands Audience Reach: Attracts followers from the interviewee’s network.
• Enhances SEO: Generates high-quality content that can boost search engine rankings.

Live Industry Events

Another effective strategy adopted by Lattice is hosting live industry events. These events can be webinars, conferences, or product launches that gather industry professionals, potential clients, and stakeholders under one roof, albeit virtually or in person.

Hosting live events allows you to engage directly with your audience, demonstrate your product’s value, and receive real-time feedback. This direct engagement helps in building a community around your brand and fosters long-term relationships.

Benefits of Live Industry Events:

• Direct Engagement: Provides a platform for real-time interaction with your audience.
• Brand Awareness: Increases visibility through event promotions and participation.
• Lead Generation: Attracts potential clients and partners interested in your offerings.

For instance, during the pandemic, Lattice’s marketing strategies effectively positioned their product for a remote workforce, contributing significantly to their success and $3 billion valuation. By integrating these strategies, you can ensure that your brand remains competitive and relevant in the ever-evolving market.

To explore more about effective marketing strategies, check out our articles on marketing strategies that airtable use and marketing strategies that miro use. These resources can provide further insights into how leading companies are leveraging digital channels for growth.

Adapting to Market Changes

In the ever-evolving landscape of digital marketing, staying ahead of market changes is crucial. Lattice has effectively navigated these changes, particularly through content expansion and adapting to remote work trends.

Content Expansion

Lattice has demonstrated the importance of content expansion as a strategic approach to increasing visibility and driving organic traffic. By significantly increasing their content footprint, Lattice has managed to attract more visitors and establish a stronger online presence.

From March 2020 to early 2022, Lattice expanded their content from approximately 650 pages to over 1,350 pages. This expansion resulted in a dramatic increase in their monthly traffic, growing from 16,000 to over 50,000 visitors.

Time Period	Content Pages	Monthly Traffic
March 2020	650	16,000
Early 2022	1,350	50,000

This impressive growth underscores the effectiveness of a robust content strategy. As a CMO, consider implementing similar tactics to enhance your content library and drive traffic to your website. You can also explore the marketing strategies that Airtable use for further insights.

Remote Work Trends

The shift to remote work has been a significant trend that many companies, including Lattice, have successfully capitalized on. During the pandemic, Lattice positioned their product effectively for a remote workforce, contributing significantly to their success and $3 billion valuation (Foundation Labs).

Lattice’s approach involved creating content that addressed the needs and challenges of remote work. By providing valuable resources and insights, they were able to attract a wider audience and establish themselves as thought leaders in the remote work space. This strategy not only increased their visibility but also built trust with their target audience.

Consider how your company can adapt to remote work trends by developing content that resonates with the current market needs. Explore the marketing strategies that ClickUp use to learn more about how other companies are navigating this trend.

By focusing on content expansion and leveraging remote work trends, you can effectively adapt to market changes and drive growth for your company. For more strategies, check out the marketing strategies that Loom use.

Increasing Organic Traffic

To boost your website’s organic traffic, it is essential to focus on both content footprint growth and robust SEO tactics. Lattice’s marketing strategies provide a valuable blueprint for achieving these goals.

Content Footprint Growth

Lattice’s approach to increasing their content footprint has been instrumental in driving organic traffic. They successfully expanded their content from approximately 650 pages in March 2020 to over 1,350 pages by early 2022. This significant growth led to a surge in monthly traffic from 16,000 to over 50,000 visitors (Foundation Labs).

Time Period	Number of Pages	Monthly Traffic
March 2020	650	16,000
Early 2022	1,350	50,000

Expanding your content footprint involves creating high-quality, relevant content that addresses the needs and interests of your target audience. This can include blog posts, case studies, whitepapers, and other forms of content that provide value.

To achieve similar results, consider the following strategies:

• Regularly update and expand existing content.
• Create comprehensive guides and resources.
• Use data-driven insights to identify content gaps.

SEO Tactics

Implementing effective SEO tactics is crucial for increasing organic traffic. Lattice’s content strategy targets over 61,000 keywords, with 2,000 positioned in the top three search engine results pages (SERP). This strategy attracts nearly 118,000 organic visitors each month and saves them hundreds of thousands of dollars in paid advertising costs (Foundation).

Metric	Value
Keywords Targeted	61,000
Top 3 SERP Keywords	2,000
Monthly Organic Visitors	118,000

Key SEO tactics include:

• Keyword Research: Identify high-volume, low-competition keywords relevant to your industry and target audience.
• On-page SEO: Optimize your content with appropriate keyword placement, meta descriptions, and header tags.
• Internal Linking: Use internal links to spread link equity throughout your website, as Lattice does by directing users to 96 other pages within their domain (Foundation). This not only enhances SEO but also keeps users engaged.

For further insights into effective SEO strategies, explore marketing strategies that ahrefs use and marketing strategies that semrush use.

By focusing on expanding your content footprint and implementing robust SEO tactics, you can significantly increase your organic traffic and achieve long-term success in your digital marketing efforts.

Measuring Marketing Success

Traffic and Conversion Metrics

To gauge the effectiveness of the marketing strategies that Lattice use, it’s essential to focus on traffic and conversion metrics. Approximately 72% of Lattice’s total website traffic, equating to 84,500 visitors monthly, originates from their content library subfolder. This significant traffic flow highlights the importance of a well-structured content library in drawing organic visitors.

Lattice’s content strategy targets over 61,000 keywords, with 2,000 positioned in the top three search engine results pages (SERP). This strategic keyword targeting attracts nearly 118,000 organic visitors each month, saving them substantial costs in paid advertising.

Metric	Value
Total Website Traffic from Content Library	84,500 visitors/month
Keywords Targeted	61,000
Top 3 SERP Keywords	2,000
Organic Visitors	118,000 visitors/month
Equivalent Ad Spend Savings	$967,000 annually

Tracking these metrics helps you understand the effectiveness of your content strategy and its impact on driving organic traffic to your website. For more insights on keyword targeting, visit our article on marketing strategies that canva use.

Revenue Growth

Revenue growth is another crucial metric for assessing the success of marketing strategies. Under the leadership of former CMO David Cain, Lattice experienced a tripling of their Annual Recurring Revenue (ARR) to over $100 million (Foundation Labs). This remarkable growth underscores the effectiveness of their strategic marketing initiatives.

Additionally, the expansion of their global marketing organization to around 40 employees further demonstrates the scalability and impact of their marketing efforts. This growth in both revenue and team size illustrates how strategic marketing can drive significant business outcomes.

Metric	Value
Annual Recurring Revenue (ARR)	> $100 million
Growth in ARR	3x
Global Marketing Team Size	40 employees

Monitoring these metrics allows you to align your marketing initiatives with your business goals and measure their direct impact on revenue growth. For more examples of successful marketing strategies, explore our articles on marketing strategies that notion use and marketing strategies that atera use.

By focusing on these traffic, conversion, and revenue metrics, you can gain a comprehensive understanding of how your marketing strategies are performing and make data-driven decisions to enhance your company’s competitive edge.