How +A Educação increased lead generation for 20 blogs

NewsBy Mariana Bonanomi and Catherine Meira

Creating relevant content and attracting visitors to your website may be daunting. Google's algorithm constantly changes to ensure users find answers to their questions in just a few clicks.

It’s even more challenging when your company is responsible for creating content for various blogs in the same niche. How to scale when so many posts from different blogs are about the same topics? +A Educação faced the challenge of driving organic traffic for many Higher Education Institutions (HEIs) while avoiding duplicate content and cannibalization.

In this case study, we’ll explain how they leveraged user geolocation to create tailored content, generate qualified leads, and improve partners’ Google rankings.

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How Google’s ranking algorithms work

When users type in the name of a product or a question they’re trying to answer on Google's search box, Google crawls its indexed content for keywords that match the search query. Next, it displays links to websites that contain those terms on its Search Engine Result Page (SERP).

Say you are looking for a wedding dress. Google’s algorithm will rank bridal stores' websites according to which are closest to your current location. It will also display results based on other clients’ reviews and relevant articles about choosing the ideal wedding dress.

Other criteria also determine which page is more relevant, such as:

  • Website authority
  • Freshness of content
  • User experience

It’s important to consider some basic technical aspects of your article’s keywords. You should define the main keywords, how many times they should appear in the text, and be aware of each one’s monthly search volume. Also, we recommend you search the web to learn about what other similarly relevant articles have to say.

Based on these considerations, SEO writers can create articles covering basic to advanced aspects of a given theme. Writing about trendy subjects can increase the ranking difficulty, and similar articles may even cannibalize each other, which requires extra care. Mastering SEO techniques and writing quality articles is essential for the right people to find your site. Address the pain points that your product or service solves to enhance the chances of those people becoming loyal customers.

+A Educação challenges

+A Educação is one of Brazil's leading platforms for technological educational experiences. In addition to creating content for Higher Education Institutions (HEIs), it offers continuing education for healthcare professionals and high-quality editorial publications.

One of the main challenges faced by +A Educação was to update their partners’ blogs constantly. The goal was to bring qualified leads to the online learning undergraduate and postgraduate programs offered by partner HEIs from different locations.

However, while the number of online learning blogs was rising, more work was necessary to produce new and original articles, thus reducing the number of publications on existing blogs.

Location challenges

Creating diverse blog posts with different content for each partner was necessary for generating traffic and leads. In addition to the difficulty of scaling the production of articles, some HEIs competed for a similar audience. This made content indexing difficult, resulting in lower traffic and potentially unqualified leads.

It was necessary to filter relevant leads to each institution to avoid location conflicts — a reader from São Paulo could become a lead of an institution in Rio de Janeiro.

Marketing professionals face significant linguistic adaptation challenges when creating content based on user geolocation. It is essential to choose words carefully, considering the cultural nuances of different regions.

Accuracy can also be a hurdle for companies using IP location APIs: this technology often fails to precisely determine a user’s location. This leads to errors in delivering personalized content and harms conversion rate optimization.

Next, we’ll explain how +A Educação overcame these obstacles by using dynamic content to create targeted experiences and scale.

Blog optimization

Optimizing various landing pages and blog posts involves not only marketing professionals but also design and development teams. +A Educação had the opportunity to optimize both content production costs and organic traffic by using Croct.

To make it possible, all blogs were merged into a single website through personalization. This way, it is necessary to create only one article for each topic — while banners, sidebars, and other visual elements of the page change dynamically according to the user's geolocation.

Croct enabled us to integrate 20 blogs into one. It helped us save production efforts to generate more organic leads for our Higher Education Institution partners.

Olívia Baldissera (Content Analyst)
Screenshots of three different versions of the same blog post with personalized banners.
Three personalized versions of the same blog post

After implementing Croct and migrating all articles to a single blog, Higher Education Institutions no longer compete for the same audience. Thanks to geolocation-based personalization, each partner generates leads from the right location through banners, rich materials, and quizzes.

Olívia Baldissera (Content Analyst)

After the white-label blog version was up and running, the team realized there were still more conversion opportunities to take advantage of.

+A Educação also began to segment users according to their reading history first-party data. Understanding the interests of visitors allowed +A's team to grasp at which stage of the buying journey each one is. It is now possible to display rich material banners corresponding to different funnel stages. This way, users find exactly what they’re looking for and have a bigger chance of moving to the next step of the funnel.

With an assertive geolocation strategy and the personalization possibilities offered by Croct, changes can be made in just a few minutes and directly on the platform.

Wrapping up

The partnership between +A Educação and Croct enabled the company to optimize its content strategy and make the most of the intelligence generated by its organic traffic. By using personalization, it's no longer necessary to create articles with similar content and hope for the best. A single article can generate qualified leads for more than 20 institutions.

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