Two claims I recently made on this list:
- SEO research is an ideation tool
- Prospecting-style market research is a way to design a content strategy
And I didn’t back either of those claims up. But I have a case study for you which does: How Drift’s Blog Helped Them Build a Multi-Million Dollar Brand.
This comes not from me but from the makers of my favorite digital marketing research product, SpyFu, a sneaky competitor research tool. 
And a great brand name!!
I’ve been frequently mentioning this case study when chatting with clients about how to design a content strategy. It demonstrates how search engine analytics data can answer the content marketing questions I often get from clients:
- What to write about? The case study suggests a mix of (6) types of content.
- How to write/structure content? They suggesting making better versions of what’s already working.
By the way, SpyFu didn’t base this case study on the basis of Drift being their customer either.
So you don’t need to use SpyFu – or any other search engine or paid advertising analytics product – to get some ideas from this case study on how to design your content strategy.
Just as a teaser, I’ll include their piechart answer to “what to write about?”, because I think it instantly spells out a fantastic strategy.
The big blue piece, TOFU, stands for Top of Funnel Content (loosely: “broad/general interest” content), by the way.
The biggest mistake on the web today is basing content strategy entirely on TOFU.
Drift, however, has adopted a much more mixed approach – and with remarkable results as this case study proves with data.
If you’re designing a product marketing-focused content strategy, this is a good place to start.
That case study again: https://www.spyfu.com/blog/drift-case-study/
 SpyFu exposes SEMRush Rube Goldberg chaos that it is. Ahrefs is better, Spyfu is a lot leaner. Recommended product.
 If you have a new brand, product, service… here is proof that you don’t need client/customer success stories to produce a case study – you just need relevant data