It’s really inspiring to see stories like the Marta Garcia Course. Stories that show how digital and content marketing can change the course of a business and impact the lives of thousands. In this case, you will understand how the digital marketing strategies that the Marta Garcia Course employed in its […]
It’s really inspiring to see stories like the Marta Garcia Course. Stories that show how digital marketing and content marketing can change the course of a business and impact the lives of thousands.
In this case, you’ll understand how the digital marketing strategies the Marta Garcia Course has employed in its day-to-day life have led the company to the next level in the English proficiency course market.
You will understand the challenges and victories of a content marketing strategy , and how it reflects on the professional mood and results of a company. And, especially, you will understand how the Marta Garcia Course has already acquired 80% of its revenue through organic ways.
What is Marta Garcia Language Course?
With English courses aimed primarily at people who wish to apply for masters and doctoral degrees, the Marta Garcia Language Course emerged from Professor Marta Garcia’s experience and teaching method, 15 years ago.
Marta, a 15-year-old teacher, decided to pool her knowledge in a face-to-face course for students who would take instrumental proficiency exams.
With a methodology that seeks fast and efficient learning, students are able to not only pass masters and doctoral exams, but also to read academic articles with more ease and speed.
Behind the knowledge and teaching skills of Professor Marta, her son, João Garcia, was in charge of the administrative part of the business, seeking solutions for enrollment.
During the first 10 years of the company, the course was given in person, in Fortaleza, where the physical structure of the Marta Garcia Course is still present.
But with the validated course model, John knew that online was the best way to expand the business. In 2013 he decided to discontinue his side projects to fully devote himself to the project of taking the course throughout Brazil.
It took 6 months of project to have the course available on an online platform and ready to receive students.
And the result? An insignificant number of courses have been sold. They had the product and the platform, but couldn’t match supply with demand.
John needed ways to generate opportunities for the online course, and that’s when he began researching digital marketing.
Decided to invest in a tool he already knew, Google Adwords (today Google Ads ), to generate new registrations. With the arrival of new opportunities it became clear that the Marta Garcia Course needed a better structure to generate and work leads.
The company hired the simplest plan for an automation tool, and began generating landing pages for its paid media campaigns, and working with email marketing for its base.
Entering the world of marketing automation, John began to understand the process of acquiring organic opportunities through content. He became increasingly interested in digital marketing, and decided it was time to start a content strategy.
Thus was born the Marta Garcia Course blog , focused on bringing knowledge to a student who sought proficiency in instrumental English.
With less than 2 months of strategy and around 6 published content, John abandoned the production of new content.
You may be tired of knowing that content marketing is a long-term strategy, and that immediate results are rare and misleading.
But at that time, John was still new to digital marketing, and the need to generate sales results impacted his decision to stop.
After all, if a strategy has failed in two months, why go ahead?
Content stopped, but interest in digital marketing didn’t. João kept looking for solutions for his company, consuming content and going to lectures. In particular, one theme caught his attention: SEO .
Rock Content was already on its radar for its marketing and sales research, but at this time John stressed the importance that Rock’s content had in his learning.
After many blog posts, ebooks, and even a Peçanha talk at RD on the Road, he decided that he had to seriously insist on a content strategy.
Only with good Google positioning and organic opportunity generation would you be able to implement a predictable revenue model as he wished .
Understanding that it needed a consolidated strategy, the Marta Garcia Course closed a content partnership with Rock Content.
John had a very clear goal in mind:
“The initial idea was to start systematically and strategically producing content by working through all the funnel stages (top, middle, and bottom) and implementing the internal link building strategy to advance the lead through the funnel.”
João Garcia, Director of Marketing
He tells that while still in their process of joining Rock, a consultant contacted him by phone, doing an analysis of basic requirements on the Course website Marta Garcia that were disrupting their ranking.
After correcting them, John noticed a slight improvement in his traffic results. He put this as a small short-term victory. And attention: it is these victories that build the end result of this case.
Although we already have a persona , we insist that the study be redone, taking into account deeper aspects of behavior and interest. From then on the production of content for the blog began, focusing on generating opportunities for the Marta Garcia Course.
Despite the frequency of posting, and all the SEO strategy behind it, John realized that his results still came primarily from paid media.
Even though he had greatly expanded his knowledge of digital marketing, the feeling that organic results were not showing bothered him greatly, and during his early months of strategy he was very close to stopping his production of digital marketing again. content.
With conversations with the Rock team, as well as other marketing partners, John understood that abandoning the strategy at that point was wasting the money invested until then, and giving up the ranking structure he was building.
And as time is the best friend of content marketing, results began to appear.
Once again, it was small victories that led John to resume his courage in content strategy.
Like every good fan of Google Analytics , he often tracks his indicators through dashboards and the tool app. One day he noticed an increase in traffic outside the curve.
As she tracked where the new visits came from, she realized that one of her articles reached the top positions of SERP!
This happened again in the following weeks, and he saw his positions on Google go up from month to month.
For example: your article about the best distance learning masters accepted by the MEC won the featured snippet for the keyword ‘masters at a distance’, generating a huge increase in visits. on your blog.
The post about the most commonly used phrasal verbs in the English language had a similar result.
This brought more hits, more leads were generated, and more courses were sold. The small daily victories raised the morale of John and his team, and he plunged headlong into content marketing.
He hired the SEMrush and took the reins of agenda planning. And so the results appeared:
“When we hired Rock Content we had an average of 20,000 sessions per month.
We currently have an average of 120,000 sessions. ”
And improving the top of the funnel reflected across the company, with an approximately 200% increase in revenue compared to early 2019 and before partnering with Rock Content.
And of all the company’s revenue, 80% comes from organic sources. This is the biggest indication of the success of the Inbound Marketing and blog post content.
The company has stood out not only as a Rock partner. The Marta Garcia Course achieved results and became a case study with several of its other partners.
With an organic opportunity-building framework in place, John is dedicated to refining strategy, always thinking of new ways to bring value to his potential audience and further improve his bottom line.
We even made a case about a specific challenge that the Marta Garcia Course experienced during its strategy, and how John and his team circumvented it. If you want to understand how they used their persona to avoid content shortages, the post is here.
And here we need to highlight the value it creates for a content strategy we have developed.
When a customer reaches John’s level of involvement, the strategy gains an extra person in action analysis, planning, and development, but with all the knowledge that only someone inside the company can offer. !
He devoted his time to the marketing routine that generated these long-term numbers.
The daily exercise of SEO on Page, checking ranking factors with the Yoast plugin, for example, did not bring overnight results. It was the small victories, the positions won and the improvements in conversion rates that built the bottom line.
This case shows the impact of digital marketing on a company that understood and invested in a strategy that they knew could take them to the next level. And like this there are others.
Want to become a successful case? The first step is to start!