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Zenu académie

Product: Marketing blog
Sector: Education

Campaign objectives

  • Grow Zenu Académie‘s email subscriber list.
  • Increase organic reach and blog visibility.
  • Establish the platform as a trusted resource for digital marketing tutorials.

Strategy

  • Created a free, beginner-friendly Excel content calendar template offered as a lead magnet.
  • Deployed a multi-channel promotional strategy through targeted social and SEO efforts.

Tactics

  • Social Media: Designed and promoted visually engaging content on Pinterest and Instagram.
  • SEO: Published two comprehensive blog posts targeting keywords “calendrier éditorial” and “calendrier éditorial Excel” with direct CTAs to the landing page.
  • Landing Page: Built a benefit-focused, user-friendly page to streamline conversions.
  • Email Automation: Implemented a sequenced nurture flow including immediate download, reminder follow-ups, and welcome emails.
  • Cross-Promotion: Embedded campaign CTAs across existing website resources (blog posts, eBooks, YouTube videos)
  • Analytics: Tracked performance using website traffic, email engagement and conversion metrics.

Visuals

Landing page and blog posts

  • Main blog post to promote the content calendar
  • Secondary blog post

Social media

Blog posts were repurposed to create Pinterest pins and Instagram posts.

  • Instagram Carousel
  • Pinterest
  • Pinterest
  • Pinterest

Email automation

  • Initial Download: automated email sent after the subscriber completed the form prompting download.
  • Download Reminder: For those who didn’t download initially, a follow-up email is sent the next day.
  • Onboarding: New subscribers receive a welcome email followed by a nurturing sequence offering valuable resources (e.g., blog posts, video tutorials, free resources) on content creation best practices.
Download email - Leads gen campaign

Results

SEO

Main blog post and landing page ranked on Google’s first page for target keywords.

Leads generation & Email Marketing

  • Achieved a 36.6% conversion rate from landing page visitors to subscribers.
  • 5,103 email subscribers acquired are still active.
  • 48% of these subscribers became active blog readers.

Audience quality

  • Returning leads averaged 5 minutes per session and 2.4 page views.
  • 40% of converted visitors downloaded the updated calendar the following year.