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?

11.
@hanaabaza@pamelump
Calls-to-Action
Clear
Contextual
Targeted

12.
@hanaabaza@pamelump
Clarity
Is the action and
value obvious?

13.
@hanaabaza@pamelump
Context
!
!

14.
@hanaabaza@pamelump
…is everything.
!

15.
@hanaabaza@pamelump
L

16.
@hanaabaza@pamelump
J

17.
@hanaabaza@pamelump
TARGETING

18.
@hanaabaza@pamelump
Personalized

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

21.
@hanaabaza@pamelump
Landing Page

22.
@hanaabaza@pamelump
Landing Page CTA Overlay

23.
@hanaabaza@pamelump
250% increase in conversion
Landing Page CTA Overlay

24.
@hanaabaza@pamelump
The Aftereffect?

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

34.
@hanaabaza@pamelump
Blog leads from organic search has increased
by 85% in the last 12 months …

35.
Historical Search Engine Optimization How-To:

36.
@hanaabaza@pamelump
Blog traffic from organic search has increased
by 125% in the last 12 months …

37.
Now, a lesson in optimizing based on your own
data rather than “best practices” …

38.
@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

39.
In a nutshell, it’s always better
to see for yourself.