2023 Trailblazer Award Winner: Content Campaign
ELEVATOR PITCH:
Following the launch of a new, modernized website in 2021, Momentum Transportation, an award-winning Landstar-Agent, sought to expand its digital marketing program into the area of blogging. The objectives of establishing a blog included:
- Demonstrating thought leadership in relevant topics, especially to key industry targets that the company had identified for high potential sales
- Fueling a content engine for social media and email marketing
- Elevating Momentum’s reputation with existing customers through thought leadership
Since the blog launched in mid-2021, our company has successfully published 25 blog posts, averaging 1,200 words in length, on a variety of transportation and industry-specific topics, such as:
- Top 3 Challenges for International Transportation
- Getting to the Open Road with Mission Critical Shipments
- Five Benefits of Cross Border Operations with Mexico
- Understanding the True Cost of Heavy Haul Transportation
Since the blog went live, we have increased average Pages per Session by 13.32% and Average Session Duration by 64.8%. That means people are reading more content on our website and staying on our site longer. Also, of the new users coming to the site, Organic Search and Social Media/LinkedIn are our two highest acquisition channels, after direct traffic. (Source: Google Analytics)
In addition, our 25 blog posts have been leveraged to maintain a steady, consistent stream of Social Media posts on LinkedIn. Using blog content to fuel a robust, consistent LinkedIn post schedule, we have made 76 total posts in the last 365 days. The posts produced 1,313 clicks to our company website and blog, and we increased LinkedIn Comments and Reactions to our posts by a whopping 2,412%. In January of 2023, we achieved our highest number of LinkedIn company page visitors ever - a 123% improvement compared to January 2022! (Source: LinkedIn Analytics)
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
The launch and ongoing content distribution through the www.Landstar-Agent.com blog has been wildly successful! First, we finally have the content we need to keep our brand dynamic and alive on LinkedIn, a critical relationship-building channel for our sales team. Also, we regularly receive comments from our existing customers to our LinkedIn posts, that they relate to what we’re saying, and appreciate getting the advice we are providing. Customers comments on LinkedIn are quoted below, demonstrating a positive impact on customer perception and sentiment, indirectly supporting their renewals and expansions of business over time:
- “Excellent pre-trip process”
- “Excellent Landstar agent”
- “Thank you for sharing this. Very informative”
There are many measurable results, but the ones that stand out the most are as follows:
First, we know people are finding our content through search engines and coming to our website for a ‘deeper dive’ from LinkedIn. In fact, in the last 365 days, we have received 1,313 clicks to our blog from our LinkedIn Posts.
Second, our content is relevant and engaging on the blog, as evidenced by the incredible increase 64.8% in Average Session Duration. In short, our blog readers are spending more than two minutes reading our posts and click on the links in them.
BLAZING A TRAIL!
Perhaps the most innovative and unique thing about our blog is that we have a very careful, strategic approach to the topics we write. We have invested a lot of intellectual horsepower and time thinking through the topics that are most important to our customers, especially those uncovered in business reviews and other customer meetings. That’s how we decide what to blog about, and by doing so, we’ve been able to put out a series of powerful, highly relevant topics out there that have produced incredible engagement.
WATCH THEIR VIDEO HERE.
See work samples here
