Generate Traffic and Conversions on Your Blog... Without Creating Another Post
Transcript of 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
(dirty little secret)
Great Content Isn’t Enough
You need a remarkable content experience to meet your goals.
@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 …
• 76% of our monthly blog views came from old posts.
@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.
We came to two conclusions …
We should conversion
optimize high-traffic posts.
We should search engine optimize high-
converting posts.
1 1 2
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 traffic from organic search has increased by 125% in the last 12 months …
@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