on OCT 17 2019, 9:00 A.M

    Beer Cartel is an eCommerce company founded in 2009, and they stock the largest range of craft beers in Australia, with over 1,100 beers on offer. 

    In 2017, Beer Cartel founder Richard Kelsey wanted to grow his business and gave the company four specific challenges: 

    • To create publicity for Beer Cartel 
    • To be seen as a thought leader in the craft beer space 
    • To increase Beer Cartel’s mailing list 
    • To drive an increase in sales
    • To tackle these challenges Beer Cartel turned to content marketing. 

    Instead of copying and pasting the same types of content as every other business out there, Beer Cartel created something unique: the Australian Craft Beer Survey.

    The survey asked questions that helped Beer Cartel to understand the craft beer market. It opened up with some qualifying questions to help Beer Cartel understand their respondents, asking for: 

    Respondents age range


    What types of alcoholic drinks they have consumed in the past 4 weeks

    The survey then moves into a group of more craft beer focused questions like:

    “Which of the following is your preferred beer type?”

    Next, once the survey was created, Beer Cartel had to get people to participate in the survey, which can be notoriously difficult. 

    To navigate this challenge, Beer Cartel took a unique, two-pronged approach. 

    First, Beer Cartel knew that it would need help from other brands in the industry to spread the word about the survey. 

    But instead of sending a generic “we’re running a survey, would you help us promote it?” message, it crafted a compelling offer for other brands in the Australian craft beer industry. 

    To encourage sharing and support of the survey, any business that promoted the survey would receive a free copy of the industry report generated from the survey results. So by simply sharing a survey, each participating business could gain some important insights into the Australian craft beer industry and its customers.

    It was a win-win situation. 

    Beer Cartel would receive publicity for its survey, and any business sharing the survey would in turn receive information that will help them to better understand their market and customers. 

    In the blog post launching the survey that you see above, Beer Cartel also offered other businesses direct contact with founder Richard Kelsey to help them get set up with a unique promo link.

    This approach was hugely successful; just look at number of businesses that supported the survey.

    And second, to encourage consumers to take the survey, Beer Cartel created a couple of offers. For anyone who completed it, they would:

    Have the chance to win $500 of craft beer

    Receive a coupon code to get $10 off their next order from Beer Cartel

    In total, more than 17,000 people took the survey.

    The survey results were published on Beer Cartel’s blog and helped grow their site traffic by 100%— from 62,000 unique website visits in 2016 to 128,000 in 2017.[*]

    But it wasn’t just the traffic that increased from this campaign

    Revenue in 2017 increased by $65,000 (34% increase over 2016)

    Beer Cartel’s mailing list increased by 130% from 13,000 in 2016 to over 30,000 subscribers in 2017

    More than 20 articles were written about the survey, increasing awareness and backlinks to Beer Cartel’s site 


    Content marketing is very hard to get right. But as Beer Cartel proves, if you do manage to get it right, content marketing can deliver incredible results for your eCommerce business. Who wouldn’t like a 34% increase in revenue?

    If you want content marketing to work for you, though, you need to take a fresh approach and deliver content that truly creates value for your industry and customers. 

    Talk With Us
    We respect your privacy. Our website is using cookies for 3rd party advertising, analytics, language and user settings. By continuing to browse our site you agree to our use of cookies and Terms and Conditions. That's Fine