5 Steps: Content Strategies that Improve ROI
By Lawson Robinson, Sr. Manager SEO at Eyeful Media
Purpose-driven content is critical for digital marketing growth. While some may become enamored with top-of-funnel traffic metrics, our team focuses on users' actions once they arrive on the website.
During this conversation, we discussed five steps for implementing an intentional content strategy that increases revenue and improves ROI.
5 Steps for Creating Purpose-Driven Content
Identify Users Who Are Ready to Take Action
Categorize Content into Core Pillars that Address Pain Points
Reverse Engineer User Intent
Use Data to Find Pathway from Discovery to Conversion
Leverage Insights to Create Revenue-Driving Content
Step No. 1: Identify Users Who Are Ready to Take Action
Lawson Robinson: Our client is a software-as-a-solution (SaaS) company in the logistics space. I worked with them alongside Todd O’Rourke for over a year, and we saw significant SEO growth at the top of the funnel.
That growth included movement in KPIs like improved impressions, clicks, traffic, and keyword rankings. However, while top-of-funnel growth was strong, it didn’t translate into improvements at the bottom of the funnel. We weren’t generating as many conversions or demo submissions—the real revenue drivers–as we wanted to.
For 2024, my main goal was to build on their strong organic foundation and focus on converting users at the bottom of the funnel. It’s about identifying the users who are ready to take action.
Step No. 2: Categorize Content into Core Pillars that Address Pain Points
Brendan Bowers: That makes sense. I like how you identified themes and examined intent-based content — moving beyond product details to address user needs. Can you share more about that?
Lawson Robinson: Absolutely. I looked at data and analytics for the blog. I then identified themes and ideas that resonated with users and tied directly to the SaaS offerings. The key was thinking about what the solution provides and why someone would need it.
From there, I categorized content into core pillars that addressed user pain points:
Streamlining the returns process to save money.
Improving business margins.
Automating returns management.
Reducing return fraud and preventing returns altogether.
These categories reflected the solutions users sought, allowing us to create landing pages that addressed specific needs.
Step No. 3: Reverse Engineering User Intent
Lawson Robinson: Identifying intentional or purpose-driven content involves reverse-engineering user intent. Start with what the user is looking for, then create a page to match that need.
For instance, if a user wants to improve profitability through returns, we build a page focused on returns profitability, improving margins, and saving money. Similarly, if reducing return fraud is a priority, we create content that outlines how the solution achieves that and what makes it unique.
Each page has a clear purpose or objective tailored to user intent, so it drives traffic while it engages and converts.
Step No. 4: Using Data to Find Pathway from Discovery to Conversion
Brendan Bowers: You mentioned analyzing engagement and conversion metrics. How does that data inform your content strategy?
Lawson Robinson: Data is crucial. We noticed users often land on one page, like a blog or a landing page. Then, we follow their journey as they navigate to other pages because they find that content engaging and informative.
High-quality, detailed content keeps users on the site longer, increasing the chances of conversion. For example, our client’s blog content addresses specific themes and pain points.
We've designed it to teach users something new, build trust, and guide them to explore more of the site's offerings. This interconnected approach creates a pathway from discovery to conversion.
Step No. 5: Leverage Insights to Create Revenue-Driving Content
Brendan Bowers: That’s a great example of an ROI-focused digital marketing approach. So then, with these insights, Eyeful’s team can create content at scale that helps overcome pain points?
Lawson Robinson: Yes, exactly. When reverse-engineering the content process, we’ll start with broad topics like return fraud. Then, we will drill down into specific keywords that address user needs.
This approach ensures the content is both detailed and relevant. When users find value in the content—whether it’s a blog or a landing page—they’re more likely to engage with the brand. Conversely, generic or surface-level content often results in users bouncing to competitors.
So, we leverage these insights to create content at scale that has proven to resonate or convert with our audience.
Results: Purpose-Driven Content Results
In 2024, our SEO and content strategies have driven the following results:
Conversions increased by 90%
Impressions grew by +160%
Clicks grew by +41%
Sessions grew by +37%
To begin creating a content program that increases revenue and improves ROI, contact us.