Case Study: How We Took 6000 Blog Post Reads And Turned Them Into Cash

Imagine for a second you’ve just read a super-interesting blog post on the advantages of a tax-free savings plan, that starts out at R170 per month. I mean who doesn’t want to save money and avoid the tax man at the same time, right? A few minutes after you’ve read the article, you get a call from a representative at the blog thanking you for taking the time to read the post, and asking if you might want a call-back from the provider mentioned in the article.

Now, imagine you own that blog, and could hand over that “hot lead” for a fee and start monetizing your readership in a way you’ve never been able to do before?

That would be a pretty cool idea, wouldn’t it?

Let me ask you 3 questions:

  • Do you have a product or service to sell?

  • Do you have the email addresses of existing & potential customers?

  • Do you have a website?

If the answer is “Yes” to all 3, I can help you make money.

For the past year I have been working on a new email marketing technique which I’ve coined “Read2Lead”, and as the name suggests, the idea is to produce really cool content and then use an email distribution list to get people moving to the content (reading it) and then create a lead.

Have I lost you?

Here is the deal – some people are really just interested in the content that has been produced and don’t want to take it a step further. And that’s cool, they are engaged and perhaps they will buy something at some stage down the line.

But there are plenty of people, who by virtue of the fact that the content was  interesting, are now wanting more information about the product or service they just read about. And that is what is defined as a LEAD.

It’s a soft-sell approach, using content and email delivery to generate a read, which turns into a lead.

Below is a flow diagram highlighting the 5 steps in the Read2Lead process. And in case you are wondering, we do have a cool case study to back this all up with.

Last month we took 6000 people who read an insurance article on the InsuranceFundi blog and turned them into 1000s of leads, which we passed on to various partners, looking for potential new customers (and we got paid for all those leads). Here is that blog post on tax-free savings plans hosted on

Let me end by saying this:

If I can get 6000 people, who read insurance articles, to put up their hands for a call-back and then find partners to take those leads and turn a niche blog into a highly profitable online asset, imagine what we can do with your customer base and some clever content marketing?

Drop me a line if you want to chat about Read2Lead

Until next time.



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