Case study: content and email in food

01 · The starting point

A new domain and a question: what do we talk about, if not the product?

The editorial strategy is defined alongside a nutritionist, a psychologist, and a communications expert: seven wellness topics, from nutrition to sleep, where the brand has something to add without selling itself in every paragraph.

The rest is building: a blog with no history, no domain authority, and not a single ranked keyword. Everything this case measures starts there.

Where things stood

Zero organic traffic: a brand-new domain
No first-party contact database
Seven topics to cover with expert judgment
A dual goal: audience and qualified leads

02 · The strategy

Three levers that feed one another

01 Content against keyword research Keyword research every two months by topic, and every article defined before it's written: title, meta, angle, and secondary terms. We publish 332 posts, each reviewed one by one.

02 Downloads as conversion Guides and infographics you get by subscribing. Ten of those pieces generate 94% of the project's 17,722 leads.

03 Email segmented by interest Newsletters by topic with an interest score for each contact, automations, and a monthly database cleanup. Sell to the people who already know you, without burning the list.

03 · The numbers

The curve every content project wants to show

From absolute zero to more than 40,000 sustained monthly organic visits. The first chart shows the keywords won; the second, traffic taking off from launch.

44,032 ranked keywords in total
3,975 on the first page and 913 in Google's top 3
More than 850,000 cumulative sessions on the content hub
Keywords in position 1 with 930 monthly clicks

Growth chart: from zero ranked keywords to 38,450, with 818 in the top 3 — Ranked keywords, full project series · real measurement

Organic-traffic curve: flat at zero from 2016 to the project launch and a continuous climb past 13,000 monthly visits in the first stretch — Monthly organic traffic, from project launch through the first stretch · real measurement

04 · What the reports don't show

Send volume quadruples. The open rate doesn't budge.

It's the least flashy metric in the case and the hardest one to earn. A growing database usually gets read less and less: people who don't fit come in and interest dilutes. Here we go from thousands to tens of thousands of monthly emails while keeping the open rate steady.

The recipe is no mystery, it's discipline: monthly cleanup of inactive contacts, an interest score by topic, and sends each person receives based on what they read, not on what the brand wants to say. Only 3% of the base unsubscribes.

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