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.

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

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.