In this content marketing strategy case study, we’ll explore how Amplify helped the Blue team at Logitech develop a detailed content marketing strategy to build brand awareness in key categories, strengthen their web presence, and support their marketing funnel.

CHALLENGE

Leveraging a 20+ year heritage as one of the world’s leading microphone manufacturers, Blue has expanded their offerings over the last several years with a wide range of premium USB microphones for podcasting, gaming, and streaming. With so many exciting products in their lineup, Blue wanted to showcase their eclectic and innovative brand, and reach an audience beyond the traditional pro recording market.

SOLUTION

Working closely with Blue’s executive leadership, Amplify conceptualized and developed Sound Mind | The Blue Journal, a lifestyle blog that serves as a destination for musicians, producers, podcasters, gamers and audiophiles.

To attract the right customers, we needed an effective content marketing strategy. Our content marketing framework leveraged best practices in customer and keyword research, content creation, SEO, link building, outreach, and promotion across multiple channels to maximize results and deliver the best ROI for Blue.

Our four-step content marketing strategy included:

• Customer Research
• Keyword Research & Competitive Analysis
• Content Creation
• Content Promotion

Customer Research

The first step in our content marketing framework involved getting a clear understanding of Blue’s target customers. We researched what they are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. This helped us build in-depth customer personas.

Keyword Research

In order to inform, educate, and entertain Blue’s customers, we need to provide the best, most relevant content. Keyword research and competitive analysis helped us to identify several “pillar themes” to build the Blue SEO content strategy around, including a ranked list of SEO keywords and phrases that give Blue the most strategic advantage.

Content

The “pillar” strategy allowed us to provide a complete overview of each topic while also creating additional support blogs to answer more in-depth questions. Each blog falls into one of three categories designed to serve different purposes.

1. Evergreen Content forms the cornerstone of our content strategy, and addresses key topics that interest and engage an audience and remain relevant over time.
2. Newsworthy Content leverages trends, current events, or news to prove leadership in a space.
3. Viral Content provides a large boost in visitors to the site via social sharing and links.

Promotion

Today’s audiences are overloaded with content from endless sources. For content to be successful, it needs to be supported by a multi-faceted promotion campaign. Our content marketing framework leveraged digital advertising, social media, and link building to reach the highest number of target customers.

RESULTS

Amplify created a wide range of written and visual content that addresses the themes and topics customers are interested in. We also built campaigns to promote that content across social and digital, and worked directly with bloggers, influencers, and the press to build links back to Blue’s blog.

With more than 70 published blogs, Sound Mind | The Blue Journal has attracted hundreds of thousands of viewers to Blue’s website over the last two years. Combined with a heavy increase in organic search traffic and a 20x year-to-year increase in sales, it’s safe to say that our content marketing strategy was effective.

To see more of our work with Blue and their parent company Logitech, including a variety of copywriting projects, a successful search engine optimization campaign, and a rebranding case study, check out these additional posts:

• Logitech—Brand Messaging Case Study
• Blue Microphones—SEO Strategy to Reach New Audiences
• Blue Microphones— Rebranding Case Study