In May 2013, a small company with fewer than 40 unusual employees made a historic lead generation move that resulted in stunning lead generation results. (I stress “unusual” in a good way.)
The company with those odd employees, of course, was Copyblogger Media (now known as Rainmaker Digital). The story of what happened follows.
The historic move:
Up until that point, Copyblogger had been offering an email newsletter to attract and capture email subscribers. Pretty standard in the online business world.
We wanted to up the ante.
So we launched My.Copyblogger.com — a free membership site, where people sign up to access (at the time) 15 free ebooks and a 20-part email course.
Think of a content library as a password-protected source of premium content that you can access once you register with your email address.
That’s essentially what a “content library” looks like. But how did it perform? Let’s look at the results to see.
The historic results:
According to the case study by Marketing Sherpa,
Through the first seven weeks, the free subscription page averaged a 67 percent conversion rate.
The first week’s growth was 300 percent bigger than the best week of growth for Internet Marketing for Smart People (a previous Copyblogger 20-part email course) — closer to 400 percent, if you include new paid subscribers.
The most visited page on Copyblogger at the time was behind the paywall — with almost a third of all traffic logging in after arrival.
Those are some substantial results, particularly in such a competitive space as content