Generate Traffic and Conversions on Your Blog... Without Creating Another Post
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The document discusses optimizing blog content to generate traffic and conversions without publishing new posts. It provides tips for conducting a blog audit and analyzing top-performing historical posts to identify opportunities like incorporating relevant keywords into calls-to-action and creating new offers. Testing approaches like adding end-of-post banner CTAs found they contributed minimal leads, with most coming from anchor text CTAs and internal links. The key lessons are to optimize existing content for leads and search engine rankings, and to rely on own data over assumed best practices when testing optimizations.
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Generate Traffic and Conversions on Your Blog... Without Creating Another Post
- 1. @uberflip#uberwebinar How to Generate Traffic & Conversions on Your Blog… Without Publishing Another Post Hana Abaza VP Marketing, Uberflip @hanaabaza Pamela Vaughan Principle Marketing Manager, Optimization, HubSpot @pamelump
- 2. @hanaabaza@pamelump Context matters ! Blog Audit Yay for Tuesdays! Listicles / How-To Posts? Meh. !
- 3. @hanaabaza@pamelump Blog Hiatus Avg. pageviews increased by 19.7% Avg. unique visitors increased by 19.5% Email open rate increased by 5% Email CTR increased by 3% !
- 4. @Uberflip
- 5. @Uberflip
- 6. @Uberflip
- 7. @hanaabaza@pamelump 88% of B2B marketers are using content marketing - TopRank COMPANIES ARE CREATING MORE CONTENT THAN EVER BUT THEY CAN’T MAKE IT WORK 79% say they are unsuccessful at proving ROI - cmo.com
- 8. @Uberflip Great Content Isn’t Enough (dirty little secret)
- 9. @Uberflip (dirty little secret) Great Content Isn’t Enough You need a remarkable content experience to meet your goals.
- 10. @hanaabaza@pamelump So… How Do You Optimize For Leads?
- 12. @hanaabaza@pamelump Clarity Is the action and value obvious?
- 19. @hanaabaza@pamelump We boosted blog subscribers by 9X in one month with this guy.
- 20. @hanaabaza@pamelump Blog Post Title: What To Do If Your Website Traffic Is Down
- 22. @hanaabaza@pamelump Landing Page CTA Overlay
- 23. @hanaabaza@pamelump 250% increase in conversion Landing Page CTA Overlay
- 25. @hanaabaza@pamelump Targeted Timely Useful (resources) Video (converts) 54% Open Rate 18.2% CTR
- 26. @hanaabaza@pamelump What We’ll Cover … 1. Historical optimization: why you should be optimizing your “old” blog content, and what that entails 2. “Best practices”: why you should beware of them (especially when it comes to optimization), and rely on your own data/testing
- 27. @hanaabaza@pamelump The Content Saturation Dilemma: 55M Posts/Month Published on Wordpress Alone
- 28. @hanaabaza@pamelump On HubSpot’s Marketing Blog, we realized …
- 29. @hanaabaza@pamelump On HubSpot’s Marketing Blog, we realized … • 76% of our monthly blog views came from old posts.
- 30. @hanaabaza@pamelump On HubSpot’s Marketing Blog, we realized … • 76% of our monthly blog views came from old posts. • 92% of our monthly blog leads came from old posts.
- 31. We came to two conclusions … We should conversion optimize high- traffic posts. We should search engine optimize high- converting posts. 11 2
- 32. @hanaabaza@pamelump In other words, get more out of the content we already have.
- 33. Historical Conversion Optimization How-To: • Identify top-viewed old posts • Identify which keywords people are using to find those posts / which keywords they rank for • Incorporate those same exact keywords into the calls-to-action used in the post • Create new offers where existing offers aren’t relevant
- 38. @hanaabaza@pamelump Blog leads from organic search has increased by 85% in the last 12 months …
- 39. Historical Search Engine Optimization How-To:
- 40. @hanaabaza@pamelump Blog traffic from organic search has increased by 125% in the last 12 months …
- 41. Now, a lesson in optimizing based on your own data rather than “best practices” …
- 43. @hanaabaza@pamelump We analyzed 11 of our top-converting posts, and found that … • End-of-post banner CTAs contributed an average of just 6% of posts' total leads. • Between 83% and 93% of each post's leads came from anchor text CTAs and internal link CTAs. • Between 47% and 93% of a post's leads came from the anchor text CTA alone
- 44. In a nutshell, it’s always better to see for yourself.