Most content teams chase growth in all directions. They’re publishing more, ranking for everything, and hoping something sticks. 

But Evaldas and his team at Omnisend, a marketing automation platform for e-comm businesses, take a different approach: less content, more impact.

By categorizing every piece of content into three clear buckets they make sure each and every asset plays a specific role in the funnel. Whether it’s ranking for high-intent keywords, building credibility through research, or guiding customers toward a solution, nothing is created without a purpose.

And that’s just the start. Omnisend has cracked the code on tracking long-term content ROI, scaling B2B influencer marketing, and using PR to drive brand trust.

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Less is more

Evaldas focuses on making Omnisend’s content strategy work harder at every stage of the funnel. His team categorizes content into three distinct buckets, each with a clear role: acquisition, brand building, and conversion.

1) Bottom-of-Funnel (BOFU) Content: The Direct Revenue Driver

This is the content that brings in high-intent leads, leading to direct signups. Think:

• Comparisons: “Omnisend vs. MailChimp”

• Competitor Alternatives: “Best MailChimp Alternatives for E-commerce”

• Best-of Lists: “Top Email Marketing Tools for Shopify”

These pieces rank for high-intent keywords, making them essential for driving revenue.

2) Brand Authority Content: The Long Game for Credibility

This category isn’t about immediate conversions, it’s about establishing Omnisend as a go-to resource in the industry. Evaldas’ team creates research-heavy, data-backed reports that attract media attention and backlinks.

One of their most successful pieces, a report on omnichannel statistics, has generated 800+ referring domains over three years.

3) Product-Problem Content: Educating High-Intent Users

Some content doesn’t rank for high-volume keywords but plays a major role in conversions. This bucket focuses on solving customer pain points by showing how Omnisend can help. These guides don’t attract massive traffic, but those who find them are much more likely to convert.

Tracking what ACTUALLY moves the needle

Attribution in content marketing is a pain in the… you know.

Teams struggle to justify efforts beyond BOFU content because it doesn’t always lead to immediate conversions. Evaldas’ team solved this with a marketing contribution model that measures assisted conversions (content that doesn’t lead to an instant signup but plays a role in the journey).

By tracking which content pieces users engage with before signing up, Omnisend can see which top- and mid-funnel articles actually contribute to revenue.

This allows his team to:

• Segment content performance by funnel stage (top, mid, bottom)

• Invest in high-assist content for better long-term ROI

• Optimize conversion paths by testing CTAs, remarketing, and UX

Not all content needs to convert immediately, but if you track its influence, you’ll see which pieces help close the deal over time.

If you’re not structuring your content into clear buckets like this, you’re likely missing opportunities. Evaldas ensures every content piece has a clear purpose, whether it’s to drive revenue, boost credibility, or educate future customers.

Ok, so you’ve bought into marketing over a longer time horizon.

Evaldas and Ominsend have a few more tactics that they’re putting in place today that could pay dividends tomorrow.

The growth hack not enough marketers are talking about

It’s B2B influencers.

Getting influencer marketing right is hard. Getting influencer marketing right in B2B is nearly impossible.

Evaldas shared Omnisend’s early struggles. Their first attempt at influencer marketing failed miserably. But not because influencers weren’t effective. The problem? They didn’t scale big enough.

The mistake:

• The team initially did only 3 influencer integrations per week. It was just too small to move the needle.

• They assumed best practices and small wins would snowball into success (it didn’t!)

The fix:

• They increased scale dramatically, aiming for dozens of collaborations per month

• They gave the strategy at least six months to see results

• They tracked brand search volume as a key metric, watching it rise as influencer collaborations increased

Once again, Evaldas made sure Omnisend was measuring the right metric. At first glance the influencers didn’t move the needle via direct revenue, but the trust they had paid dividends when their followers were looking for a marketing solution.

The secret growth lever

It’s PR.

Most B2B companies expect PR to drive leads. But Evaldas’s team at Omnisend took a different approach: prioritizing brand visibility. And worrying about revenue later.

Here’s how they structured it:

• PR isn’t about direct conversions: They track brand mentions instead of pipeline impact.

• Volume matters: The team aims for 500-1,000 media mentions per quarter in high-authority publications.

• No small players: If a website has fewer than 300,000 visitors per month, they don’t focus on it.

• They started from scratch: Since Omnisend was relatively unknown, the team had to build credibility with media outlets before securing high-value placements.

Your playbook needs to be measured on more than just conversions

If your content strategy is only chasing immediate conversions, you’re leaving long-term growth on the table. Omnisend’s strategy ensures they win now AND in the future. And by tracking assisted conversions, they ensure every content piece gets credit where it’s due.

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