Buffer’s blog attracts more than 1.5 million visits and generates thousands of signups each month. This session will take a deep dive into the real-world data behind Buffer’s content marketing strategy and will leave you with actionable tactics you can use for your business right away.

1. Content Marketing
Lessons From 35
Million Visits

5. Lesson One:
Understand your
Audience

6. Buffer’s product is a valuable for
two quite different personas:
Social
media
beginners
Small
business
marketers

7. 83% of our traffic came from
“New Users”
84% of our traffic came from
organic search results
The exit % on our top posts is
84%

9. Our content massively favours
one audience:
Social
media
beginners

11. Tactical readers

12. Strategic readers

13. Lesson Two:
Find out what’s
working

16. 3,300 signups 🙌

18. So we published new roundup
posts:
Title Pageviews
Best Social Media Management Tools 96,000
Content Creation Tools 50,000
Best Free Instagram Tools 62,000

19. Lesson Three:
Optimize your
archives

20. In January 2018, our blog received
1,567,993 page views

21. New content accounted for just
7.89% of those page views…

22. some of the biggest opportunities
are in your archives.

25. Traffic grew from ~20-100 views/day to between 200-1,000 views/day.

26. What should you update?

27. •Pages that rank #5-10 in Google
•Content that is outdated
•High impression, low CTR
•Pages where organic traffic has
dropped

28. Lesson Four:
Create content
hubs

29. 22.5%
increase
Guide focused
on high traffic,
short tail
keyword
Pillar page
Post on
related
topic
Post on
related
topic
Post on
related
topic
Post on
related
topic
Post on
related
topic
Post on
related
topic

30. 22.5%
increase
Goal 1 = discovery

31. 22.5%
increase
Goal 2 = navigation

32. 22.5%
increase
Before:
🤔

33. 22.5%
increase
Now:
🤩

34. 22.5%
increase
Traffic to our other Instagram-related content also increased.

35. Lesson Five:
Focus on incremental
gains

36. Hockey stick growth is great and
fun…

37. Hockey stick growth is great and
fun…
but it’s not always possible or
repeatable.

38. Focus on small changes that
could bring in compounding
growth…

39. What happens if we add more
internal backlinks to content?

40. Internal Links

41. What if we update SEO headlines
and meta descriptions?

45. Other ideas to try…
• New feature images
• Rewriting intros
• Ensuring content is suited to search traffic

46. Thank you!
Questions?
@ashread_
ash@buffer.com