#26 Benchmark Report: How Lodgify Built Its Content Marketing Strategy with Carla Chicharro

In today’s episode, I chat with Carla Chicharro, the marketing manager and head of the content team at Lodgify. She built their content strategy from the ground up and now they have content that outranks Airbnb! So, how did they create an effective strategy that not only drives traffic but conversions as well?When you’re building a content strategy from scratch Carla suggests focusing on the quantity first. Create as much quality content as you can, using extensive keyword research and research through forums, articles and competitor blogs. Even to this day Lodgify still gets 60% of its monthly traffic from their old content. Lodgify splits their content between the three stages of the sales funnel: TOFU, MOFU and BOFU, though they now focus on quality over quantity. Carla talks us through all the steps of creating and implementing a content strategy that works! In this episode we talk about:Building a content strategy from scratch  Optimizing old contentAdapting your content strategy as you growThe importance of lead nurturing Timestamps :0:45 - Introduction to Carla2:30 - The structure of the Lodgify content team 4:06 - Planning out, and implementing content strategy 6:15 - Quantity, then quality 7:35 - Re-optimizing old content10:45 - Defining leads 11:33 - Content strategy experiments gone wrong14:50 - Content strategies that work! 18:35 - Lead nurturing tips 21:20 - Importance of lead nurturing22:44 - Using content software and applications Connect with Carla Chicharro on LinkedIn or email directly at [email protected]. While you’re here:Follow Flying Cat Marketing on the following channels to get more tips, tactics and knowledge on content marketingVisual – YouTubeAudio – Flying Cat Marketing Podcast (Spotify) (Apple Podcasts) (Sticher)InstagramFacebookLinkedin