@uberflip

!#uberwebinar

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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

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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%

!

@Uberflip

@Uberflip

@Uberflip

@hanaabaza

!@pamelump

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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

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So… How Do You Optimize For Leads?

@hanaabaza

!@pamelump

!

Calls-to-Action

Clear

Contextual

Targeted

@hanaabaza

!@pamelump

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Clarity Is the action and value obvious?

@hanaabaza

!@pamelump

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Context !!

@hanaabaza

!@pamelump

!

…is everything. !

@hanaabaza

!@pamelump

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L

@hanaabaza

!@pamelump

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J

@hanaabaza

!@pamelump

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TARGETING

@hanaabaza

!@pamelump

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Personalized

@hanaabaza

!@pamelump

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We boosted blog subscribers by 9X in one month with

this guy.

@hanaabaza

!@pamelump

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Blog Post Title:

What To Do If Your Website

Traffic Is Down

@hanaabaza

!@pamelump

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Landing Page

@hanaabaza

!@pamelump

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Landing Page CTA Overlay

@hanaabaza

!@pamelump

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250% increase in conversion

Landing Page CTA Overlay

@hanaabaza

!@pamelump

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The Aftereffect?

@hanaabaza

!@pamelump

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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

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

@hanaabaza

!@pamelump

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On HubSpot’s Marketing Blog, we realized …

@hanaabaza

!@pamelump

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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

@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

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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.