We predicted people would start calling them \u201cbitcoin banks.\u201d<\/p>\r\n\r\n\r\n\r\n
After our kickoff meeting, we put together a content roadmap and a team of financial experts who wrote all about bitcoin banks: how they worked, who owned them, rankings and reviews. Page after page, post after post. Like pioneers marking out valuable plots of land on the wild frontier, our goal was to own the space.<\/p>\r\n\r\n\r\n\r\n
Then, after three months, the client fired us.<\/p>\r\n\r\n\r\n\r\n
Clients Don\u2019t Fire; They \u201cPause\u201d<\/h2>\r\n\r\n\r\n\r\n
When our clients are running short on budget, they usually ask to \u201cpause\u201d our services. (Because we have no long-term contracts, it\u2019s easy to pause.) Sometimes the pause lasts a month, sometimes a year.<\/p>\r\n\r\n\r\n\r\n
In this case, it was nearly\u00a0three years\u00a0<\/em>before the client came back to Media Shower. After reading about our\u00a0Citizens Bank award<\/a>, our main client contact reached out, and we were happy to hear from him.<\/p>\r\n\r\n\r\n\r\n \u201cI hired some lower-priced content writers,\u201d he confided. \u201cThey\u2019ve been working with us since you left. After all that time, the work Media Shower did in\u00a0three months<\/em>\u00a0is outperforming all the work they\u2019ve done in\u00a0three years.<\/em>\u201d<\/p>\r\n\r\n\r\n\r\n He showed us his Google Analytics, and it was true: our three months of content was now driving\u00a060% of the total website traffic<\/strong>.<\/p>\r\n\r\n\r\n\r\n By focusing on our target topic (bitcoin banks), the site was now ranking on over\u00a02,500 keywords,<\/strong>\u00a0including \u201cbanks that accept bitcoin,\u201d \u201cbitcoin friendly banks,\u201d and \u201ccrypto friendly banks.\u201d In total, those pages and posts were pumping a fresh stream of\u00a010,000 visitors per month\u00a0<\/strong>into the site.<\/p>\r\n\r\n\r\n\r\n \u201cSo, what should I do next?\u201d he asked us.<\/p>\r\n\r\n\r\n\r\n \u201cLand and expand,\u201d we advised him. \u201cTake your content stronghold and build it out further, to related keywords and topics. Build on what\u2019s working.\u00a0Own the space.\u201d<\/em><\/p>\r\n\r\n\r\n\r\n That flipped the script. He fired his low-priced content writers, and rehired Media Shower. <\/p>\r\n\r\n They say lightning doesn\u2019t strike twice \u2026 but at Media Shower, lightning strikes\u00a0constantly<\/em>.<\/p>\r\n\r\n\r\n\r\n We took those amazing results, and we did it again. Now that we had a stronghold of search strength, we were able to build out more keywords, more topics, and more great content. Over the next six months, we took the site from 25,000 keywords to 30,000 ranking keywords in Google.<\/p>\r\n\r\n\r\n\r\n (In plain English, that means the site was showing up for\u00a030,000 different search terms\u00a0<\/strong>like \u201cbitcoin banks.\u201d AHREFs valued that organic traffic at over\u00a0$50,000 per month<\/strong>. All that traffic was free, without paying a dime to Google.)<\/p>\r\n\r\n\r\n\r\n Today, that website is leading the banking industry. You\u2019ve probably heard of them \u2013 in fact, you\u2019ve probably read their content. Ka-ching!<\/p>\r\n\r\n <\/p>\r\n\r\n Anticipate the future.\u00a0<\/em>As the hockey legend Wayne Gretzky said, \u201cI skate to where the puck is going.\u201d Build content and communication around what your customers will be searching a year from now (\u201cbitcoin banks\u201d).<\/p>\r\n\r\n\r\n\r\n Be consistent.\u00a0<\/em>Keeping with a consistent content strategy over the long term can feel slow, but it\u2019s the fastest way to success. (Don\u2019t fire and rehire.) The client had a banking website that wasn\u2019t getting much traffic. We suggested \u201cbitcoin banks.\u201d To be clear, we suggested\u00a0writing\u00a0about bitcoin banks, a new product category. We saw the coming wave of digital currency and knew there would be a need for banking providers to hold digital money for consumers.\u00a0 We predicted people would start… Read More…<\/a><\/span><\/p>\n","protected":false},"author":2,"featured_media":15294,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/15293"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=15293"}],"version-history":[{"count":4,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/15293\/revisions"}],"predecessor-version":[{"id":15298,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/15293\/revisions\/15298"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/15294"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=15293"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=15293"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=15293"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\u00a0<\/p>\r\n![\"Bitcoin](\"https:\/\/www.mediashower.com\/img\/9E42C950-0C43-11EB-B4FF-451D2B9501F2\/land-and-expand_600x.jpg\")
\r\nSuccess: The Sequel<\/h2>\r\n\r\n\r\n\r\n
![\"Hockey](\"https:\/\/www.mediashower.com\/img\/9E42C950-0C43-11EB-B4FF-451D2B9501F2\/hockey-puck_600x.jpg\")
\r\nLessons and Takeaways<\/h2>\r\n\r\n\r\n\r\n
Think long-term.\u00a0<\/em>Communication is a long-term play. Like a drip on a rock, keep at it, day after day, year after year. Play the long game, and you will make a difference. (Good communication takes time.)
At Media Shower, we\u2019re building a better media company.\u00a0Read the manifesto<\/a>, or\u00a0get a free trial<\/a>.\u00a0<\/p>\r\n","protected":false},"excerpt":{"rendered":"