The business was in trouble and they could not figure out the cause of such a rapid loss in business.
They had 500+ articles and a large content library, but the users were hungry for more. Most users had bought 2-3 products, but no new products were in the pipeline.
Existing social media posts saw hardly any engagement at all, despite weekly blog articles and a weekly podcast episode.
Conversion rates and subscriber rates had reduced and despite a large and previously loyal fan base, unsubscribes were increasing.