Motica Case Study—15M% Traffic Increase Under 12 Months
Motica is a fashion magazine that went from 1 to 157.165 page views in one year. That is a traffic increase of over 15'000.000. There were no backlinks, paid advertisements, or influencer campaigns to rank. Just content.
After reading this short case study, you will have multiple learnings that will help you grow your business through content:
- It is possible to rank on hard niches if you choose the right topics.
- It isn't necessary to have a big budget. You can be the person who writes and pay on time.
- It is possible to succeed while ignoring page experience, but it is by no means advised.
If you ever thought that you need perfect HTML tags, the right number of keywords, and link building campaigns, this is the case study that dethrones those beliefs.
Motica's initial status.
The website's main goal was to increase the online magazine's exposure, show the world the opinions of the brand, and position it as an industry thought-leader. There were no info-products, consulting services, or ad placement.
The one element that the magazine did not lack was motivation to publish online and to meet industry experts. There is no harm in focusing on these, but it was a constraint when it came to building a strategy.
You see, and this is a small secret from a content strategist and SEO specialist, it's easier to drive results for established brands or websites. They tend to have authority, willingness to publish, a budget, and time online.
Motica lacked all of those.
So how did we go from there to an increase of over 15 million % in under a year?
How I grew Motica to 111.672 new users in 365 days.
Google's fashion content is owned by established brands and magazines. This causes bloggers and brands to stay away from search engines and big names like Vogue and Harper's Bazaar.
The key is to leave your ego at the door, ask yourself what your audience needs, and create content regardless of the number of visitors it will bring to your website.
"Topics that don't generate thousands of visitors for the industry leaders are the ones that will generate thousands in revenue for you. " @MrNicolasForero.
After researching the business's goals and target audience, we came up with a content strategy:
- Unappealing for industry leaders, but attractive to us.
- Irrelevant for the general public, but relevant to our audience.
- Long-term driven instead of aiming for short-term wins.
- Expanded our message across other platforms for short-term traffic.
Once we understood that we weren't vogue and that our audience didn't care about it, the strategy was bound to succeed.
There were no case studies, breakdowns of luxury brands to gain affiliate commissions, or terms generating thousands of monthly searches.
We focused on engaging in conversations with readers, seeing what they liked, and then aligning search engines with these topics.
Each topic had a goal:
- Our how-to dress article drives thousands of monthly visitors and grew Motica's email list to 2.000 in less than 3 months without any promotion besides the e-book version of the article.
- Our explanation of the Slow Fashion movement led the magazine's team to be invited by sustainable fashion organizations with an international presence.
- Their prediction articles led to dozens of affiliate sales on top of what the magazine was making in ad revenue.
None of this came from luck. We established some goals and built the content necessary to achieve them.
What went wrong with Motica's execution.
The goals of the project were achieved: Gain massive exposure and position ourselves as thought-leaders. We also achieved additional benefits such as brand deals, invitations to speak at conferences, and brands looking to advertise with us.
However, the strategy could have been executed better:
- Posting consistency dropped after a year of being live.
- Lack of updates for non-evergreen content.
- Ignored interlinking as more pages were written.
- Not caring about backlinks or content distribution.
- Poor reader experience which affected conversion rate.
Doing any of these would have led to more business and traffic opportunities for less amount of effort.
Was the content strategy for Motica a success?
Goals were met, expectations were aligned, and the long-term mindset that is needed when you work with SEO and content marketing was there from day one. They could have been better, but the strategy succeeded.
My advice for anyone reading this is to understand what it takes to grow from content. You can publish for a year and then vanish, but your ROI will be much lower than it could have been.
If publishing more or being more mindful of good practices affects your peace of mind or happiness, by all means, do what you can.
But if you are looking to maximize results, be ready to learn in real-time for hundreds of hours. Or to pay a professional to do it for you.
If you are interested in building a content strategy that fulfils your business's needs, book a call today to see if your brand or studio aligns with my team.