Write and publish in-depth interviews with Oberlo entrepreneurs to fuel stories for a multi-channel content strategy.
The Background
In 2018, Oberlo was a SEO content powerhouse. Our top-of-funnel content generated millions of monthly page views to Oberlo’s website, yet we struggled to find a way to nudge these readers further down the funnel.
I was brought on to lead the team’s first steps into serious editorial content, by publishing stories of the entrepreneurs using Oberlo.
I scouted successful entrepreneurs, conducting in-depth interviews with each entrepreneur. Each interview dug into their motivations, their struggles and setbacks, and tangible tactics for ecommerce success. Every article was written in a narrative style piece, allowing the reader to follow the entrepreneur through their journey to success.
Some of my favourite articles include:
- The One-Product Business: A Simple Formula for Success
- This Millennial Entrepreneur Is Carving Her Own Path to Success
- How These Two Friends Built A Business No One Expected
The narrative-style approach connected with our audience, and helped pull them through the funnel. In 12 months, my articles organically generated:
1.05M page views
14k email subscribers
4.5k sign ups
Multi-channel distribution
Seeking a wider audience for our existing content, I led the charge to find distribution strategies for Oberlo’s content outside of the traditional email, social, SEO model.
This challenge led to the creation of Oberlo’s first Medium publication, The First Step. The publication provided an important avenue for distribution of our articles to a new audience outside of the website.
As editor-in-chief of the publication, I identified existing Oberlo articles that were relevant to syndicate onto the Medium platform, while retaining all internal links back to the Oberlo website. To ensure the reading experience still felt relevant and fresh, I commissioned original content about entrepreneurship for the publication from some of Medium’s top writers like Tim Denning and Tom Kuegler.
To help Oberlo tap into another channel filled with education-hungry newbie entrepreneurs, we turned to Amazon. Working with a specialised eBook developer, I converted existing long form guides into Kindle eBooks and set them for sale on Amazon.
Blossoming content
The success stories were also in for a new distribution model. With the original long-form article serving as the base of inspiration, we worked with the entrepreneurs to film and record them for YouTube videos, podcast episodes, and online courses. These new pieces of content reached new audiences on new platforms, and generated hundreds of thousands of more eyeballs on our content. The original piece of content bloomed into a multi-channel experience.
