How a content-led strategy generated $1.5M in pipeline for ConsenSys
-
By securing 40 Featured Snippets and ranking 175 keywords, we increased ConsenSys' organic visibility by 25%.
-
Targeted content like use case pages, case studies, and white papers delivered $1.5MM in high quality leads.
-
Collaborating with stakeholders and SMEs ensured technical accuracy and strong brand alignment.
Who
ConsenSys — The market-leader in blockchain technology infrastructure.
Overview
What
Crafting a content strategy to establish ConsenSys as the go-to enterprise blockchain solution provider.
At the time, ConsenSys was a well known as leader in blockchain technology infrastructure, enabling developers and enterprises to build decentralized web applications. My team was tasked with creating a marketing strategy to position ConsenSys as the leader in Enterprise Blockchain.
Strategy and Process
Collaborating with a remote, cross-functional team, we developed a content strategy tailored for enterprise clients, leveraging technical SEO, on-page optimization, and strategic distribution.
Key steps included:
Conducting competitor analysis to identify high-demand keywords aligned with offerings.
Building a content cluster strategy to guide buyers through their journey.
Launching industry-specific use case pages across key verticals.
Connecting use case pages with supporting media like case studies, webinars, and blogs.
Optimizing legacy content for improved readability and conversions.
Evergreen Content
We created over 50 pieces of evergreen content to establish ConsenSys as a trusted resource for enterprise blockchain solutions.
Use Case Pages
The use case pages highlighted blockchain’s transformative potential across industries, including:
Case Studies
To build credibility, we showcased real-world blockchain applications through case studies, such as:
Articles & White Papers
White papers, such as Blockchain in Public Goods Allocation, and thought leadership articles like 6 Questions to Ask When Considering Blockchain Solutions for Enterprise, established ConsenSys as a thought leader.
Real World Banking and Finance Case Studies with Enterprise Ethereum
6 Questions to Ask When Considering Blockchain Solutions for Enterprise
Blockchains and Interoperability: Helping Enterprises Step into a Larger World
Designing Trust at Scale: Hiding Enterprise Blockchain Complexity in Products
5 Reasons Why Enterprise Ethereum Is so Much More Than a Distributed Ledger Technology
What components do you need to build an Ethereum enterprise solution? Introducing EthStack
Which Governments Are Researching CBDCs Right Now?
This article generated over 25 high-quality backlinks and significant engagement across platforms, including 118 Facebook and 141 Twitter shares in the first week.
White Paper: Blockchain in Public Goods Allocation
Results
In just one year, our efforts delivered:
Increased organic visibility from 0% to 25%, outperforming IBM’s 10%.
Ranked 175 keywords in the top 3 Google positions (vs. IBM’s 59).
Secured 41 Featured Snippets, ranking in position 0 for enterprise blockchain topics.
Generated 24,000+ organic clicks and over 1.1M impressions for the Enterprise Ethereum section.
Achieved $1.5MM in sales pipeline leads, with organic traffic driving 54% of Marketing Qualified Leads (MQLs).
These achievements positioned ConsenSys as the leader in enterprise blockchain solutions, firmly outpacing its competitors.