Case Study: 207% More Blog Traffic for Aventon

Aventon, a fast-growing ebike company founded in 2012, knows a thing or two about growth. From 2020-2024, they outgrew their warehouse, doubled their fleet, and increased their team by the hundreds.

Having successfully grown their inventory, product catalog, and revenue, they set their sights on their next phase of growth—one where organic blog and web traffic would play an essential role. 

In August of 2023, Aventon hired Jason to manage SEO. By March 2024, Jason and Aventon’s copywriter, Francis, already saw a 28% increase in YOY blog traffic, and wanted to double down on growth. 

Though capable of tackling content in-house, Jason brought in Growth Machine as a nimble, highly collaborative partner to quickly scale content and traffic. 

The result? 

From March to May 2024, traffic was up 100% year over year, and in June 2024, traffic tripled year over year — up 207%!

Here’s how we did it.

The Problem: Finding a Flexible Content Marketing Team to Quickly Scale Blog Traffic 

To date, Growth Machine has scaled organic traffic in nearly every industry — from dog food brands to financial literacy sites to tech software and everything in between.

We’ve crafted content for it all. And yet, Aventon brought us a new challenge.

What was different about this project? Aventon was capable of handling content production in-house. After hiring Jason as an SEO strategist with writing and content marketing agency experience, they had already crossed five digits in monthly inbound traffic (an impressive feat for a small content team). 

We usually help people get to that point with our SEO and content strategy, but Aventon needed a collaborative, responsive partner with an existing ecosystem of writers, editors, and seamless operations to scale their content plan. They set ambitious goals for their content marketing strategy — goals which they would do better by partnering with the right content agency. 

When looking for a content partner, they aimed to solve three problems:

1. Increase the amount of organic traffic to the blog to ultimately drive revenue.
2. Scale up their content production.
3. Find a flexible, responsive content marketing agency specializing in high-quality content to accomplish all of the above.

If there were a Venn diagram of the above three criteria, you’d find Growth Machine at the dead center.

“We chose to work with Growth Machine because after evaluating other options, they had the most effective and reliable process. Partnering with them allows us to get more content at scale while maintaining my standards of quality.”

Jason, SEO Growth Lead at Aventon

The Plan: Publish High-Quality Content at Scale to Outrank Competitors

Before signing a long-term contract, Aventon hired both Growth Machine and another agency for a test project, comparing both on the quality of content, ease of operations, and ability to pivot when necessary.

Fortunately, we’re always up for a challenge (and we are pleased to say we managed to win Aventon over).

The Writers, Editors, and Operations: Seizing the Overlap Between SEO and High-Quality Content

So, how did we win Jason and Francis over?

Two answers: Our people and our operations.

“I have the skills to hire and manage an in-house content team, but I choose to work with Growth Machine instead because it frees me up to invest resources into other opportunities,” Jason said. “I could do it, but working with Growth Machine saves me significant time and effort each month. It’s a no-brainer.”

As a content marketing agency, we don’t just specialize in creating content. Our niche is in creating SEO-driven content, writing long-form blog posts that drive inbound traffic. We have never—will never—use AI to generate we’ve-read-it-all-before blog posts, instead hiring writers with experience in each client genre. We deliver high-quality content that solves reader problems and answers specific questions, never keyword-stuffing posts without any logic behind the content.

The Keywords: From High Competition to Lower Competition Keywords

Aventon came prepared with detailed briefs for upcoming content. As their trust in us grew, we implemented the following three-step process:

Step 1: Rank for Select Keywords

As an e-commerce brand, Aventon sought to get in front of potential buyers and outrank competitors. These search terms positioned Aventon as the best choice across a number of criteria.

Step 2: Enhance the Content for the Reader

For a successful SEO program, we always focus on the reader and how the content will serve them. Here are some of the ways we enhanced Aventon’s content to better serve the reader and improve the user experience:

• Discovering what bike riders and potential customers are discussing on Reddit and creating articles that align with buyer concerns and questions
• Including a table of contents at the end of the intro with navigable links so a reader can quickly jump to the sections they want to read
• Adding relevant internal links on related topics throughout the article to give the reader opportunities to get more information and have other key questions answered

Step 3: Optimize Old Blog Content

Throughout the project, the Growth Machine team remained nimble and open to adaptation. We regularly iterated content based on internal tests, experimenting with different headers, blog layouts, and other style variations. 

By month six, following months of continued traffic growth, Aventon entrusted us with optimizing old content as well. We conducted a data and formatting refresh to implement their new content standards across the site.

“Growth Machine is a reliable and responsive partner who really has their process dialed in. I never need to worry about the quality of the work, or the work being delivered on time,” Jason said. “I get hours of my week back by turning over content production to the Growth Machine team, instead of managing an in-house team.” 

The Pace: Increasing from 8 to 12 Posts Per Month

As we refined layouts and style guidelines, inbound traffic (and sales resulting from that traffic) grew.

By month four, they expanded their contract. 

“Growth Machine is not just an agency; they are a true partner to help us scale content. They are one of the best to deliver what they promise, on time, and to my standards. I can’t say that about most agencies I’ve vetted,” Jason shared.

Having operated on an eight posts per month operating schedule from April through July, we increased the pace to 12 posts per month—a cadence kept to this day.

The Results: 207% More Blog Traffic, 41% More Blog Revenue

When we started the project in March of 2024, Aventon had 46,500 users on their blog. Two months later, users were up 100% year over year. 

By June, just three months after starting to work with us, their traffic had tripled from the year before—a 207% increase.

Most importantly: We didn’t publish keyword-stuffed content that ranked on Google, but failed to convert visitors. Instead, our high-quality, educational (without being advertorial) content increased e-commerce conversions, a key part in causing a 41% increase in blog revenue.

What Could You Do With More Eyes on Your Blog?

If you’re looking to increase e-commerce sales, you need a content marketing plan that scales. 

At Growth Machine, we don’t publish keyword-stuffed pieces that result in a high bounce rate. Instead, we specialize in human-centric blog content that outranks competitors.

By serving the overlap between expert content marketing and strategic SEO, we ensure your blog content works for you, converting readers to sales. To see how we can develop a content plan unique to your company, contact us to schedule a consultation.