PERPETUA
Blogs + SEO
Perpetua’s blog accounted for 30% of all web traffic over the past year.
That’s a 196.1% increase YoY.
Perpetua’s blog is designed as a destination for advertisers to discover industry-leading developments and actionable strategies to drive incremental growth for their business.
In my tenure at Perpetua, I’ve overseen the development of our new “media” section of the website, creating distinguishable categories for our content including news, product launch updates, strategy suggestions, and data insights.
To increase content production, I’ve created a pipeline of subject matter experts within Perpetua to use across blogs, videos, webinars, and live events.
In doing so, we can leverage their expertise and help them build up their profiles within the industry as thought leaders. As the frontlines of our brand with customers, this adds credibility to not only the Perpetua brand but to their background as well.
SEO content plays a pivotal role for Perpetua to drive organic traffic back to our blog. In 2023, Perpetua’s blog drove over 57% of all organic traffic.
We made key investments into top search terms, for example: “Amazon DSP” and “Amazon Demand Side Platform”, and created content that would meet SEO objectives.
Currently, Perpetua’s DSP Compendium is one of our Top 5 most-clicked pages across all of Perpetua and accounts for 3.9% of all web sessions.
Content is not only SEO-optimized but formatted to meet other Google search criteria like the FAQ, or “People Also Ask”, and as such, 1.7% of the DSP Compendium’s impressions come from the Google Search FAQ.
case studies
case studies
Working alongside the customer success teams, we identified customers who demonstrated incremental growth using Perpetua’s platform.
I then interviewed and drafted written versions of the case study. For any brands that would make a compelling visual story, we added a video component that could be used across organic and paid channels.
Coordinating with the brand, and my team’s video strategist we scheduled on-site video shoots. This involved:
studio scouting and videographer sourcing
scripting stories and creating shot lists
travelling to cities including Boston, Philadelphia, and New York among others
logistics and day-of coordination for 1-2 day shoots
Video + Social Media
Video and social go hand in hand at Perpetua. We leverage the highly engaging format to attract our audience, share valuable insights in a fun and conversational way, and personalize the Perpetua brand.
Social Strategy
Oversaw social media team and worked alongside them to ensure social channels were used to engage with the Perpetua community, distribute other content (blogs, webinars, downloadables, and events) as well as create social-first content and video.
It was important to me that Perpetua’s social media not become a place to “promote” Perpetua, but rather a channel to engage with our audience and share insightful tactics.
We adapted content types and topics based on performance on a monthly and quarterly basis, embracing a test and learn process with new formats.
Metrics that Matter
Audience growth from 2,000 to over 25,000 users over 3 years
In 2023, we saw:
Over 2M video views
70K+ engagements
5,000 web sessions
Video Strategy
Identified and defined several video series’ that we could bucket content into and that drove back to specific objectives.
First L👀K: introduces new products and features to the Perpetua app
Insights: share strategic thought leadership on relevant and timely topics
Growth 101: an SEO series that dived deep into core eCommerce advertising topics
Customer Stories: video case studies and success stories
Live + Virtual Events
Virtual Events
I owned content strategy for all virtual events aimed to generate leads. Working with the events team, I sourced and coordinated all speakers, advised on content and presentation flow, and created promotional assets and copy to drive back to the registration page.
Virtual events are integrated directly into the Perpetua media hub to ensure post-event content and recordings can be used evergreen as lead generation assets by Perpetua’s paid media team.
In 2023, virtual events generated:
an average of 300 registrants/event
32% attendance rate
37% open rate from email invite
3 cities across the globe
35+ unique sessions
I was a part of the planning and development team for Perpetua’s inaugural 2-day user conference that launched in 2022, and strategically advised on all content across its 3 global events in 2023 (USA, Spain, and Japan).
designed event agendas based on regional business objectives
owned delivery and content for over 9 workshops and 9 keynotes in Austin event, 9 workshops and 4 keynotes in Barcelona, and advised on 7 keynotes in Tokyo
sourced and managed guest speaker relations, leveraging existing network, customer success teams, and Perpetua leadership
helped build go-to-market plans to promote the event and drive registrations and ticket purchases including video and social promotion
facilitated all presentation content dry-runs and feedback loops
provided on-site operational support and social coverage
Live Events: Perpetua’s Growth Labs
200+ attendees
podcast
podcast
Designed the strategy and go-to-market for Perpetua’s podcast, Growth Sessions. I worked alongside the Co-President and podcast host, Adam Epstein to build each series’ order and advised on content and promotion.
coordinated speakers and topics, building relationships with customers and industry leaders that we leveraged across other content activations like Growth Labs, case studies, etc.
oversaw video team’s logistics and editing processes including transcription, equipment rentals, and studio rentals.
scripted series trailers, episode snippets and pull quotes for promotional assets across organic and paid social channels.
Ebooks
Developed an ebook strategy to help drive leads and meet pipeline goals alongside organic and paid channel distribution.
Content varies from data-driven reports to strategic thought leadership to topic deep dives. Ebooks are housed on Perpetua’s resource centre to ensure content can be used as evergreen lead generation tools.