About two years ago, I prepared a material about simple Excel formulas that would be useful for beginner internet marketers. The material was intended for the knowledge

base, but then we postponed this project, and the article remained lying in the depths

of Jira.

 

A few months later, the article caught the eye of the head of the marketing

communications group, Ekaterina Kondratieva, and she decided to publish it in the

media.

Ekaterina Kondratieva, 

Head of Marketing Communications Group at eLama

 

I often joke that I adhere to the principle of “zero waste

production” in my work: I always think whether it is possible to prepare another material based on one. For example, to

make a checklist from a large and detailed instruction.

 

To this end, I often look through my colleagues’ Jira boards, looking for content that can be further developed and published in the media.

In the case of the article about Excel, I was lucky: the article had not been published anywhere before, so I was able to offer it to SEOnews right away. After some minor revisions, it was published.

From a Slack conversation

This is wh

ere the story of “Content, Conversions, Excel” begins.

Promotion of material on VKontakte

 

April 2019

 

On April 18, the article was published on SEOnews. And on April 22, we published a

post with this article in our VKontakte group and received the following results:

 

For comparison: similar posts in our VKontakte group receive about 2000 views, 15

likes and 5 reposts. By the way, we did not promote the post in any additional way.

 

July 2019

Three months later,we moved this

 material to the eLama blog. Remembering the previous success, we decided to back

up the post on social networks with advertising.

 

But there was one thing: usually we put articles on promo, at the end of which we can

offer to register in eLama or try our tools. Here the material was intended for beginners who, perhaps, are not even planning to launch advertising on their own.

 

But we really wanted to put the post on  gambling database hong kong promo, so

together with an SMM specialist we decided to place an advertisement for our course

“ Contextual advertising: from the basics to improving efficiency ” in the article. The

topic was perfect: beginners came to read the article, and the course was designed for

them.

 

More about advertising

Where it was launched: on VKontakte.

 

Format: news feed advertising, universal post.

 

Targeted at:

• visitors to the eLama blog;
• those who registered for eLama webinars;
• We also parsed those who recently  asia mobile number services  joined communities on internet marketing, contextual and targeted advertising.

eLama

employees were excluded from targeting.

 

Limit: one showing per person.

Budget:  3500 rubles.

The post was published on July 22nd, the results are as follows:

 

 

This post also brought us:

• 25 registrations for webinars;
• 8 registrations in the eLama service;
• 7 registrations for the course “Contextual advertising: from basics to improving efficiency”.

We didn’t launch any more ads for posts with this material, but the results never ceased to amaze us.

November 2019

As you can see from the statistics,  burkina faso business directory the posts continued to show good results. But I had the idea to scale this content for a long time. I planned to write the second part of the material, but all the time I was occupied by more priority tasks.