Content Marketing & Strategy at Rebilly
When I was hired as content marketing manager at Rebilly, they needed someone to revitalize their content marketing. The marketing team, which was just starting to grow, hadn’t had the time or resources to launch a fully-developed content marketing strategy. After being hired, I started a content audit on existing content and created a plan to use content we already had to get the ball rolling, along with consistently creating content afterwards.
From August 2018 to August 2019, I oversaw creation and publishing (often with accompanying design collateral and landing pages) of nine lead magnets and 48 blog posts. In addition to managing blog post production, I also collaborate with coworkers on (and often lead) projects ranging from creating and testing different types of opt-in forms, to redesigning the homepage based on analytics and user data, to revamping web copy on our highest-traffic pages (and adding new pages).
Rebilly has a small marketing team and operates under teal organization principles, which means that we all wear several hats and work cross-functionally. That environment enabled me to expand my work and role into several different areas, which spanned across:
Content marketing & content marketing strategy
- Creating foundational documents, including editorial calendars, a brand style guide, a competitive analysis, and audience/user profiles to guide content creation and onboard new team members and freelancers
- Recruiting freelancers for the Rebilly blog, managing the job posting, resume review, test assignments, and creating SOPs and an editorial calendar to streamline our work together
- Writing and/or editing content ranging from blog posts to lead magnets to website copy
- Continually working to maximize ROI from existing content by repurposing as much content as possible and keeping a close eye on metrics to spot other content that was ripe for repurposing
- Designing CRO strategy for the blog archives to maximize conversions from our existing content, including A/B testing of opt-in forms and lead magnet offers
- Reviewing analytics for the blog on a regular basis to identify high-traffic pages and posts that could be optimized for lead generation
Project management & team leadership
- Creating process documents and systems, including but not limited to an internal and external SOP for working with freelancers, onboarding systems for freelancers, WordPress usage SOPs, Airtable usage SOPs, etc.
- Using Airtable to organize the marketing team’s ideas and let us easily view high-priority, high-impact tasks so that we can work as efficiently as possible
- Managing other team members, including both coworkers (designer, junior content/social creator) and freelancers, to consistently create content for the Rebilly blog, as well as designing and publishing lead magnets, landing pages, etc.
Product marketing & copywriting
- Collaborating with the team to create and fill out a “Customer Stories” page, including partnering with a new user to create a case study of his business and turning a user interview into a customer case study
- Writing and editing website copy and working with team to create/design new pages for the website
- Ideated and executed on bottom-of-funnel lead magnets and other content to generate leads and engage potential users
- Reviewing user data from FullStory and Google Analytics to create split-tests and design variants for the homepage and other pages with an eye on improving website KPIs
- Using the same sources of user data and analytics to optimize the content and layout of high-traffic, high-engagement pages (with the same goals)
Projects & work examples:
- One-Time Sale vs. Subscription: What Makes Customers Buy?
- Stop the Cycle: How Content Can Slow Your Churn
- Digital Subscription Products That You Can Sell With Zero Coding
- Customer Satisfaction: How to Create a Lasting Onboarding Process
- Strength in Numbers: Choosing the Best Pricing Structure for Your Business
- For examples of lead magnets, contact me (or use any of the opt-in forms at the end of the blog posts)
As we began to streamline and systematize blog production (and expand our team), I was able to look at other projects to take on. I’ve always been interested in is usability research and A/B testing and how they relate to content and copy, so I spearheaded a new project – redesigning our homepage based on user data. This included:
- Reviewing both Google Analytics and FullStory data to see which areas of the page were of the most interest to users
- Researching current best practices on SaaS homepages and CRO testing, to make sure the strategy was sound
- Outlining a multi-step strategy to improve engagement and conversions on the homepage
- Working with our designer to implement the new designs
The first step of that strategy was to improve our hero image – after all, it is the first thing you see. In my research, I’d noticed that the most clicked-on area on the entire homepage was directly below our hero image. One of Rebilly’s USPs is that we partner with far more gateways than your average billing tool (well over 65, at this point), and it was clear that our would-be customers were interested as that, as many of them were landing on the homepage and heading straight to the payment gateways page.
The new design highlighted that USP, along with some of our most popular payment gateways. We finished the design and set the test live, to a resounding success – it was a 165% improvement in conversions over the original homepage. We also revamped the payment gateways page with additional content and information, after realizing how many people were heading there immediately after visiting our homepage.
Results of initial experiment and updating the payment gateway page:
- 14% increase in time-on-site
- Bounce rate and exit % both decreased for homepage (by 23% and 13%, respectively)
- 65% increase in time-on-page for the payment gateways page
(all data compares August 2018-August 2019 with previous year)
- Pageviews and unique pageviews at the Rebilly blog both increased by over 2,500% year over year
- Average time on page for the Rebilly blog increased by over 20% year over year
- Leads from the blog increased by 15x year over year