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.
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Generate Traffic & Conversions on Your Blog Without New Posts
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
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
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
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
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
41. Now, a lesson in optimizing based on your own
data rather than “best practices” …
42.
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