Case Study: Building "The Great Courses Daily"
About The Project
The Great Courses was a well-established educational company known for its long-form video content.
Despite having a robust direct marketing pipeline in place, the company had yet to tap into the potential of top-of-funnel content strategies as of 2016.
My objective was to harness the company’s rich video library and develop a magazine-style website.
This platform would serve as the cornerstone for future strategies aimed at attracting a broad organic audience interested in the diverse topics covered by The Great Courses’ video series. Thus, The Great Courses Daily—a dedicated content marketing website—came into existence.
The Challenge
One of the most daunting challenges I faced was the task of converting a vast library of long-form educational video content into a digestible, magazine-style format that would appeal to a broader, online audience.
This required not only a deep understanding of the existing content but also an ability to identify what would resonate with new audiences.
Additionally, I had to navigate the complexities of integrating this new content strategy with the company’s existing direct marketing efforts, ensuring that both could coexist and even complement each other without cannibalizing sales or confusing the brand message.
The Results
The launch of The Great Courses Daily led to a significant increase in organic traffic, attracting an audience interested in a wide range of educational topics.
Between 2016-2023, the site served as a powerful top-of-funnel asset, seamlessly integrating with the company’s existing marketing strategies.
The Numbers
Total posts
YOY increase in site traffic
Daily organic visits
Social media reach
The Process
Research & Analysis
Conducted a comprehensive content audit and gap analysis to identify opportunities for leveraging the existing video library.
Content Strategy & Planning
Developed an editorial calendar and content strategy that aligned with the company's broader business objectives.
SEO & Analytics
Implemented on-page and off-page SEO best practices, monitored through tools like Google Analytics, SEMRush and MOZ.
Content Creation & Management
Strategically curated and managed content, utilizing WordPress for seamless publication, and engaging a broader audience with diverse topics.
The Tools and Software
Wordpress
Google Analytics
MOZ
SEMRUSH
Google Sheets
The Conclusion
The implementation of The Great Courses Daily in the marketing pipeline was a pivotal moment that successfully addressed multiple challenges.
One of the most significant achievements was the influx of new, free organic traffic. This wasn’t just an increase in numbers; it was a strategic expansion of the audience base.
These new visitors were funneled into an already robust marketing pipeline, creating a seamless integration between organic growth and existing direct marketing strategies.
The result was a more holistic, efficient, and effective approach to audience engagement and customer acquisition.
This project serves as a testament to the power of a well-executed content strategy, one that not only drives traffic but also contributes meaningfully to broader business objectives.
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