Content Offers Resulting in High Conversions .

Suitcase.com :
Suitcase.com, an E-commerce site for suitcases, backpacks and other luggage accessories, has been on the Web since 1995. John Ebb, the company‟s CEO, quickly realized that his business had to consider latest technology changes and shift his marketing efforts to the online realm.
“We try to stay ahead of the curve,” John said in an interview with HubSpot. His company has been able to stay competitive online by coming up with new content ideas and utilizing the resources it already has access to. This has been a successful strategy for creating new content offers and improving lead conversions.
PR 20/20, an inbound marketing agency and PR firm that Suitcase.com works with, advised John to take advantage of the available information sources and leverage them to produce remarkable content that would pique people‟s interest.

In 2010, Suitcase.com launched a survey asking customers about baggage purchase influencers, travel habits and other luggage-related questions.
“People responded very quickly to us and told us what they are looking for,” John said. The survey was administered through an email-newsletter invitation and enjoyed participation from 235 recipients. Having discovered that increased baggage fees and tighter security regulations impact consumer behavior, Suitcase.com developed a Consumer Luggage Report and blogged about it. “It was picked up by Reader‟s Digest right away,” said John. 
John placed the report on a separate web page, from which visitors could download the complete file.
Needless to say, this page targets keyword phrases highly relevant for the luggage industry. Since its launch, it has enjoyed a +20% conversion rate (20% of the people who arrived at that page downloaded the report).
Now John is planning on launching a new survey for 2011.
This type of inbound marketing helped Suitcase.com not only generate online buzz, create PR opportunities and attract new leads, but it also allowed the company to stay competitive online. John‟s business was able to use its industry expertise to distinguish itself from the cluster of ecommerce sites selling luggage. “We don‟t have any college graduates in here that have spent 4 years learning about SEO and SEM,” he said.
“What we have learned is basically by getting our head into it.”

Marketing takeaway:
There are numerous opportunities to create unique pieces of content by leveraging already existing
resources. Even if your industry is super competitive and you don‟t have in-house online marketing experts, you still have options to develop content offers that result in high conversions.