Townsend Security Increases Organic Traffic 55%, and Leads 80% Using HubSpot Content Strategy

Townsend Security, a data security company founded in 1985, was looking to scale. With cyber security dominating the news, Townsend Security helps enterprises meet compliance and mitigate the risk of data breaches with encryption and key management. In 2015, the marketing team at Townsend Security started creating content that aligned with their buyer persona and the security solutions they sell.

In early 2016, Townsend Security started to see real results from their inbound marketing. “Our work, in 2015, of regularly blogging, producing webinars, podcasts, white papers, and eBooks had resulted in our traffic rising 27% in the first quarter alone, and a 43% rise in new leads in the same time period.”

Everyone from sales, management, and marketing at Townsend Security was ecstatic with the progress.

But all that changed in the second quarter. New security software companies entered the market and competition became more fierce. Larger rivals began to outspend Townsend Security in search advertising and after a record-breaking first quarter, organic traffic had started to slip. Over the following 3-months, Townsend Security lost 38% of their organic search traffic and saw a 23% drop in new leads.

The team at Townsend Security doubled-down on optimizing their website and creating more content. While they were able to make incremental improvements and regain some traffic, the drop in organic traffic was still having an impact on the sales and the number of leads being generated.

In Q4 2016, Ken Mafli, Townsend Security’s Demand Generation Manager, came across the Topic Cluster Methodology as a new way of creating and structuring content and potentially regain some of the organic search volume lost earlier in the year. After considering core terms that potential buyers use to find security solutions Ken and his team decided to create one comprehensive page around Encryption Key Management called a pillar page.

This pillar page covers everything a potential buyer wants to know about the topic of encryption key management. From the types of encryption keys to their lifecycles, all the way through platforms and compliance concerns.

Ken build numerous conversion points into the page to download the page content as a PDF but kept all page content available for web crawlers. In other words, he created the page and the engaging experience for humans, while optimizing it for search engines.