Case Study #10 / Blog Post
Blog Post Expansion: From 400 Words to 1,800
A B2B blog post about "content marketing ROI" was thin and generic. After expanding with examples, templates, and data, organic traffic increased 340%.
Editorial Brief
| Element | Value |
|---|---|
| Content type | Blog post / Educational |
| Intended reader | Marketing manager needing to prove content ROI to leadership |
| Primary question | How do I measure and report content marketing ROI? |
| Desired action | Download the ROI template |
| Word count target | 1,500-2,000 words |
Original Draft Structure
How to Calculate Content Marketing ROI
Content marketing ROI is important. You need to track your results. Here's the formula: (Revenue - Cost) / Cost x 100.
Track your metrics in a spreadsheet. Report monthly to your team. Keep creating content.
Download our free template to get started.
Word count: 380 words
Structure: 3 paragraphs, no subheadings, no examples
Initial score estimate: 35
Problem: States the obvious, no examples, no specific guidance, no data.
Key Revisions
What Changed
- Added introduction: Why ROI matters, what leaders want to see
- Added step-by-step guide: 7 steps with screenshots
- Added examples: 3 real company examples with actual numbers
- Added template: Embedded Google Sheet with formulas pre-built
- Added FAQ: 8 common questions with answers
- Added tools section: 5 tools for tracking, with pros/cons
- Added case study: "How Company X proved 312% ROI in 90 days"
Revised word count: 1,840 words
Estimated revised score: 84
Results
After 10 weeks:
- Organic traffic: +340% (from 120 to 528 visits/week)
- Template downloads: +480%
- Time on page: 1:10 → 4:20
- "Content marketing ROI" ranking: #18 → #4
- Backlinks earned: 0 → 23
What the Score Failed to Detect
- Template quality: The embedded spreadsheet could be broken or hard to use. Score does not test downloads.
- Data accuracy: The "312% ROI" claim could be fabricated. Score cannot verify truthfulness.
- Image alt text: Screenshots may lack alt text for accessibility. Score does not audit images.