In today’s episode, I chat with Carla Chicharro, the marketing manager and head of the content team at Lodgify. She built their content strategy from the ground up and now they have content that outranks Airbnb! So, how did they create an effective strategy that not only drives traffic, but conversions as well?
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When you’re building a content strategy from scratch Carla suggests focusing on the quantity first. Create as much quality content as you can, using extensive keyword research and research through forums, articles and competitor blogs. Even to this day Lodgify still gets 60% of its monthly traffic from their old content.
Lodgify splits their content between the three stages of the sales funnel: TOFU, MOFU and BOFU, though they now focus on quality over quantity. Carla talks us through all the steps of creating and implementing a content strategy that works!
In this episode we talk about:
- Building a content strategy from scratch
- Optimizing old content
- Adapting your content strategy as you grow
- The importance of lead nurturing
Timestamps
0:45 – Introduction to Carla
2:30 – The structure of the Lodgify content team
4:06 – Planning out, and implementing content strategy
6:15 – Quantity, then quality
7:35 – Re-optimizing old content
10:45 – Defining leads
11:33 – Content strategy experiments gone wrong
14:50 – Content strategies that work!
18:35 – Lead nurturing tips
21:20 – Importance of lead nurturing
22:44 – Using content software and applications
Connect with Carla Chicharro on LinkedIn or email directly at carla@lodgify.com.
While you’re here
Follow Flying Cat Marketing on the following channels to get more tips, tactics and knowledge on B2B content writing.
Visual – YouTube
Audio – Flying Cat Marketing Podcast (Spotify) (Apple Podcasts) (Sticher)
We created a guide to interviewing customers for content that resonates with them
CREATE CONTENT FOR GROWTH
