Background 🚨

The PitchBook blog launched in 2013 to promo new product offerings and platform features, highlight company culture, and catalog the company’s evolution.

With no overarching strategy to guide decision-making and no set editorial process, management of the blog changed hands several times. Voice and tone were inconsistent, new posts were published on an irregular schedule, and the channel languished. Little was known about the blog’s readers, what they were seeking, or whether those needs were being met through the content on the page. This was reflected by low traffic and lead-generation.

My approach 🔎

As the blog’s primary champion since 2019, here are some of the ways I’ve helped revive the channel:

• Developed the blog’s first-ever channel-specific content strategy, outlining key audiences, content pillars, and goals

• Created an editorial calendar monitor content mix, publishing cadence, and resource allocation

• Worked with SEO manager to develop SEO-first mindset for content creation, including an optimization process

• Manage creative team resourcing for blog support

Outcome 📈

In 2020, blog traffic increased by 64% YoY to 448,000 unique pageviews and generated $5.5 million in first-touch revenue.

In 2021, blog traffic rose again, by 49% to 677,000 pageviews. More than 3,100 leads and 250 demos came through the blog that year, and first-touch revenue attributed to the blog reached a new high-water mark of $6.2 million. The majority of leads (69%) and traffic (61%) generated by the blog in 2021 were earned organically.

Several years into the blog’s new and improved era, and we’re still building on our successes. As of December 2023, we’re at +14% leads and +23% revenue YOY. For YTD metrics, the channel has generated 4,412 leads, 304 demos, and $10.4 million in first-touch revenue through late-Q4 2023.