GetResponse is an email marketing platform. ContentMonk built a bottom-of-funnel content programme around queries such as the best Mailchimp alternatives, and new customer trials rose 38 percent in the first four months. GetResponse now ranks on the first page of Google for most of those high-intent terms.
GetResponse had scale and a large existing content library. What it did not have was a strong position on the searches that happen at the end of a buying decision.
Someone leaving Mailchimp does not search for email marketing. They search for what to use instead. Those pages belonged to review sites and to competitors.
For a company this size that is an expensive gap. The brand was known, the product was competitive, and buyers were actively looking for exactly what it sold. They were being handed to someone else at the last step.
The existing library made it harder rather than easier. A large site with years of published content competes with itself, and another general post about email marketing would have been buried by the site's own pages.
The work started with the list of queries only a buyer types: alternatives to the incumbents, head-to-head comparisons, and the pricing questions people ask right before they sign up.
Each one got a page written to actually answer it, with the comparison done honestly enough that a reader could trust the conclusion. On an alternatives page that means saying where the incumbent is still the better choice, because a reader who catches you overselling stops believing the rest of it.
These pages were treated as product pages. The path from reading to starting a trial was made short and obvious, since the value of a bottom-of-funnel page is decided in the thirty seconds after someone finishes reading.
Those pages were then optimised for their query and worked until they held position, which on competitive alternatives terms takes sustained attention rather than a single publish.
New customer trials rose 38 percent over the first four months.
GetResponse now sits on the first page of Google for most of the high-intent terms in the programme, including the alternatives searches that used to send its buyers elsewhere.
A trial lift of that size on an established product comes from changing which pages buyers land on. The programme did not need to be large next to the site's existing library. It needed to sit on the searches that decide the purchase.
Holding those positions is the ongoing job. Alternatives and comparison terms attract constant competition, and the page that stays accurate and current is the one that keeps the position.
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