SEO and Lead Gen: The Experian Blog

Challenge: Ownership of Experian Data Quality's blog was unclear, which drove low publishing cadence and traffic.

Solution: I raised my hand to take ownership of what was joked about on the Marketing Team to be the "ugly baby." My first order of business was to improve the sporadic, less than weekly publishing cadence for the blog. I set the goal to publish 2X a week and assigned SEO-driven topics to the marketing team and sales engineering/consulting teams.

Results: With the help of all the assigned bloggers, I achieved a publishing cadence of 2 blogs per week, generating a 233% increase in YoY traffic and 4 blogs that ranked on page 1 of Google. I also worked to optimize the blogs with above-the-fold CTAs which helped the blog generate leads.

Key collaborators: Digital, Sales Engineering, Consulting.