Generate Traffic and Conversions on Your Blog... Without Creating Another Post

@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

@hanaabaza@pamelump
Context matters
!
Blog Audit
Yay for Tuesdays! Listicles / How-To Posts? Meh.
!

@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%
!

@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

@Uberflip
Great Content Isn’t Enough
(dirty little secret)

@Uberflip
(dirty little secret)
Great Content Isn’t Enough
You need a remarkable content
experience to meet your goals.

@hanaabaza@pamelump
So… How Do You
Optimize For Leads?

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

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

@hanaabaza@pamelump
Context
!
!

@hanaabaza@pamelump
…is everything.
!

@hanaabaza@pamelump
Personalized

@hanaabaza@pamelump
We boosted blog
subscribers by 9X
in one month with
this guy.

@hanaabaza@pamelump
Blog Post Title:
What To Do If Your
Website
Traffic Is Down

@hanaabaza@pamelump
Landing Page

@hanaabaza@pamelump
Landing Page CTA Overlay

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

@hanaabaza@pamelump
The Aftereffect?

@hanaabaza@pamelump
Targeted
Timely
Useful (resources)
Video (converts)
54% Open Rate
18.2% CTR

@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

@hanaabaza@pamelump
The Content Saturation Dilemma:
55M Posts/Month Published on Wordpress Alone

@hanaabaza@pamelump
On HubSpot’s Marketing Blog, we realized …

@hanaabaza@pamelump
•  76% of our monthly blog views came from old posts.

@hanaabaza@pamelump
•  76% of our monthly blog views came from old posts.
•  92% of our monthly blog leads came from old posts.

We came to two conclusions …
We should
conversion
optimize high-
traffic posts.
We should
search engine
optimize high-
converting posts.
11 2

@hanaabaza@pamelump
In other words, get more out of the
content we already have.

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

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

Historical Search Engine Optimization How-To:

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

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

@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

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

Generate Traffic and Conversions on Your Blog... Without Creating Another Post

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