Case Study: ShoreTel Sky achieves cloud authority and 50.8% organic traffic growth with Brafton Inc.

Shoretel Sky Establishes Cloud Computing Authority With Industry News

Shoretel Sky, ShoreTel’s cloud phone division, needed to establish industry authority and educate buyers in a market where prospects only update communications systems every several years. To sustain frequent, high-quality publishing and demonstrate expertise in cloud-based phone systems, Shoretel Sky partnered with Brafton Inc. for ongoing content marketing and editorial services.

Brafton Inc. implemented a daily news and blog content strategy plus infographics and conversion-focused calls to action, turning Shoretel Sky’s site into an information hub. Since Brafton content launched in March 2012, measurable keywords referring traffic rose more than 62%, organic traffic was up 50.8% year-over-year (Q3 2012 vs Q3 2011), inbound links grew ~181%, non-commercial content visitors converted 43% more often, and infographic-exposed traffic converted at roughly twice the site average (with infographic viewers showing 3% lower bounce and conversion-abandonment rates).

Shoretel Sky

Amber Newman

Senior Marketing Communications Manager