Tag Archive | "Blog"

5 Easy Ways to Open Your Blog Post with a Bang

What’s the second most important part of your blog post after the title? Master copywriter Eugene Schwartz often spent an…

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How We Grew Blog Traffic by 650% in Two Years — Organically

Posted by DaisyQ

As a digital content marketer, your job is to grow traffic that converts into leads and sales. Some of us in this field are lucky to work with companies that sell sexy products. It makes it a little easier. But that’s not always the case. This post is for the other marketers that work in the not-so-sexy fields. I can speak to this audience because up until the spring of this year, I was the Digital Content and Marketing Manager at a synthetic oil company. I won’t fault you if you don’t know what that is — we’ll get to it shortly.

Grow blog traffic, stat

In 2016, I joined a company that sold synthetic oil (the stuff in your engine that you change once every couple of months). One of my tasks was to grow website traffic, and the best channel I landed on was the company blog.

The corporate e-commerce website (yep, we sold engine oil online at a premium) was a political minefield, so I had very limited sway. The blog was not. A group of three contributors would meet weekly and throw spur-of-the-moment posts together. It had a sporadic publishing schedule. The topics were dry (it was a blog about motor oil, after all) and blog traffic was correspondingly sluggish. The blog at the time had averaged under 5,000 sessions a month. Within a year, we doubled it. Within two years, we scaled it up seven times. By the time I left, we had surpassed 100,000 sessions within a month threshold.

How we operationalized our blog for triple-digit growth

Within a few months of assuming leadership of the blog, we overhauled the entire publishing process, doubled the team of volunteer contributors, implemented a quarterly editorial calendar, and search-optimized the heck out of our blog posts.

These are the tactics I used to increase our sessions, search visibility, and subscribers in two years.

1. No man is an island — neither is your blog

Our company had a communications team of great writers. Correction: great-but-swamped writers. So we had to look elsewhere. I reached out to departments across the company in hopes of finding people that liked writing enough to publish something once or twice a month. The writer assigned to help manage the blog would proof and edit posts before they were published, so that these contributors wouldn’t have to worry about writing perfectly.

Our efforts paid off; we grew the team from three contributors to a group of eight.

2. Build a flexible calendar, yo

We cut back on the spur-of-the-moment publishing process and focused on getting content out three times a week. Mondays, Wednesdays, and Fridays were our days, initially.

I created a shared doc where contributors could add post topics. Each quarter, we went through the ideas and picked topics that we would publish. Then I ran each idea through keyword research (via Moz Keyword Explorer and Keyword Planner) and social research (Buzzsumo). This process gave us direction on which messaging resonated with different audiences and how we would distribute our content. Sometimes we wrote posts to answer search queries. Other times, we had a customer group in mind, or an event our marketing team was sponsoring.

One of the events we sponsored was the Sturgis Rally. In this case, the post we created was purely for our social media and events support. Luckily, the rally promoted it, which brought an influx of their fans to our blog. An audience we were targeting with our event sponsorship, because they were likely to know and care about which brand of oil they used on their bikes.

3. Ditch the corporate speak — write like you

We weren’t corporate mouthpieces. We were a team of individuals, each with our own personalities. One contributor was a handyman and liked to fix things; I encouraged him to write from that perspective. Another writer, Andy, was known for his colorful commentary (“Quaker, it takes more than one goose flying north to make a summer!”) so he infused his posts with some of it, as well. Our racing and events writer became a mom, and her son made an appearance in some of her posts. Our approach did not always align with our brand’s masculine tone. Not a best practice (shrug) but it made our posts a lot more genuine. Each piece we wrote had a distinct voice.

Did this have a direct correlation to traffic growth? Probably not. However, it did encourage people to write more often, because the writing was a more natural process. This helped us churn out new content several times a week, which did have an impact.

4. Not all posts shall be optimized equally — that’s ok

Despite our best efforts, the blog was a volunteer project slated among a slew of tasks we all had. Thus, not all posts were created equal. Some posts pulled more than their fair share of traffic. We focused on on-page optimization for those each summer with the help of our interns. On a given blog post, we might have:

  • Tweaked the blog post title
  • Added a table of contents (with anchor links and bonus points for voice search phrases)
  • Changed the URL (with a redirect, of course)
  • Implemented alt tags
  • Added crawl/human/voice search-friendly sub-heads
  • Added videos (where relevant)
  • Lengthened the post with relevant additional content

By implementing these tactics, several of our posts were able to gain Position 0 or 1 and garnered pretty significant spikes in traffic.

An example of a post that benefitted from some extra love was our engine flush blog post. It became our hallmark for how we could optimize good writing on a relevant topic into a high-ranking and ultra-SERP-friendly post.

5. Invest in AMP (if you haven’t already)

Not judging. Sometimes it takes months for larger organizations to adapt to changes that are for their benefit. When we implemented Accelerated Mobile Pages, it blew our search traffic through the roof.

But driving AMP traffic is not enough. We learned through the process that the standard AMP implementation strips out most aspects of the blog interface. As a result, we lost links to sign up for our blog emails or shop our e-commerce website (egad!). Even though our mobile traffic was up considerably, traffic to the website suffered or lagged.

Unfortunately, we had a custom-built design. Changes would have to be manual, and we didn’t have a budget or the resources for that. So we focused on doing a better job of highlighting our website and products within our posts.

6. Use social media to gather ideas

Yes, we promoted our posts on social, but we also used social media to curate ideas. Some ideas were published. As a thank you, we embedded shout-outs in the post and on social media to the source. It was a way of making our posts feel personal to our audience.

7. Add more pep to your blog email newsletter

Consistency is cool, but we tried to throw an element of surprise and delight into our blog emails. This meant taking time to create a clear and compelling reason why the recipient should open the email — not just listing new posts. Since there isn’t a lot of change month-to-month in the industry, we got creative. Each week I played with subject lines that were timely, relevant, fun, or attention-grabbing. I backed those up with a standard pre-header/teaser for consistency. Some subject lines we used included:

  • Spit into this tube, we’ll build a car for you.
  • Remember this classic SNL skit?
  • Cruisers, Firearms, and Cash
  • Can your truck go 500,000 miles?

I also used the blog newsletter as a channel to curate and promote older, evergreen posts when relevant, which helped bring fresh eyes to existing material.

8. Do one thing at a time

We split our goals into our top priorities each year, and focused on that. Once we achieved the first goal, we shifted focus to the next priority.

Year one, our focus was growing traffic from search engine results pages and social. To drive traffic, we created search-optimized, evergreen posts and chose relevant topics with significant search volume. We also held team sessions on beginner SEO where we went over best practices and gave the team access to easy keywording tools (I used Spyfu). We propelled our organic search traffic after a year of consistently following this protocol.

In year two, our goal was driving sign-ups. We created premium content and leveraged social to capture some of our fans through lead ads tied to blog content. These tactics drove our blog subscriber list up by 44%.

The third year, we focused on increasing the blog’s contribution to sales. We put our efforts into highlighting products in the blog email, publishing product-centric posts, and including very clear and compelling calls-to-action to shop our e-commerce website.

We gamified our team’s participation by establishing a blogger leaderboard and highlighting up-and-coming creators, or those whose posts were doing well across different metrics.

Could we have done this all concurrently? Probably. But that would have required more time and resources than what we had.

“Sexy” is what you make of it

For us, creating blog posts was something a team of volunteers contributed to between a myriad of other tasks that were actually on our job descriptions. But we grew the channel into a source of considerable traffic for the company. We rallied around an unsexy topic — synthetic oil — and turned it into a creative outlet that moved product. The project also sparked a team of empowered creators, stakeholders, and in-house champions across departments who were fired up by the results of a motley crew of writers, DIY-ers, and tinkerers.

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How Serious Writers Expand Their Audiences with Guest Blog Posts

Note: While we encourage you to explore guest posting to grow your audience, Copyblogger does not currently accept guest post…

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7 Steps to Grow a Blog Post

Sometimes it seems like writers are magicians, because we have the power to create something out of nothing. An important…

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One Ridiculously Easy Addition to Enhance the Power of Your Blog Posts

The overall aim of your blog is to help your audience with the issues they struggle with while also educating…

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Bored with Your Blog? These 10 Tips Will Make You Fall in Love Again

Content marketing is a long game. In one way, that’s excellent — because all of your lazy or undisciplined competitors…

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What It Takes to Launch the Next Great Blog, Podcast, or Video Channel

This week, we had some resources for any new, ambitious content-based project you want to get off the ground. (Or…

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Nofollow couldn’t save the Google webmaster blog from comment spam

Google’s plan of “preventing comment spam” with the nofollow link attribute didn’t work for its own webmaster blog.



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The Results of Our ‘Secret Contest’: 5 Winning Blog Posts from Our Certification Community

Did you know that Copyblogger certifies terrific content marketers? Well, we do, and we’ve been thinking about more ways we…

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What to Do with Your Old Blog Posts

Posted by -LaurelTaylor-

Around 2005 or so, corporate blogs became the thing to do. Big players in the business world touted that such platforms could “drive swarms of traffic to your main website, generate more product sales” and even “create an additional stream of advertising income” (Entrepreneur Magazine circa 2006). With promises like that, what marketer or exec wouldn’t jump on the blog bandwagon?

Unfortunately, initial forays into branded content did not always dwell on minor issues like “quality” or “entertainment,” instead focusing on sheer bulk and, of course, all the keywords. Now we have learned better, and many corporate blogs are less prolific and offer more value. But on some sites, behind many, many “next page” clicks, this old content can still be found lurking in the background.

This active company blog still features over 900 pages of posts dating back to 2006

This situation leaves current SEOs and content teams in a bit of a pickle. What should you do if your site has excessive quantities of old blog posts? Are they okay just sitting there? Do you need to do something about them?

Why bother addressing old blog posts?

On many sites, the sheer number of pages are the biggest reason to consider improving or scaling back old content. If past content managers chose quantity over quality, heaps of old posts eventually get buried, all evergreen topics have been written about before, and it becomes increasingly harder to keep inventory of your content.

From a technical perspective, depending on the scale of the old content you’re dealing with, pruning back the number of pages that you put forward can help increase your crawl efficiency. If Google has to crawl 1,000 URLs to find 100 good pieces of content, they are going to take note and not spend as much time combing through your content in the future.

From a marketing perspective, your content represents your brand, and improving the set of content that you put forward helps shape the way customers see you as an authority in your space. Optimizing and curating your existing content can give your collection of content a clearer topical focus, makes it more easily discoverable, and ensures that it provides value for users and the business.

Zooming out for a second to look at this from a higher level: If you’ve already decided that it’s worth investing in blog content for your company, it’s worth getting the most from your existing resources and ensuring that they aren’t holding you back.

Decide what to keep: Inventory and assessment

Inventory

The first thing to do before accessing your blog posts is to make sure you know what you have. A full list of URLs and coordinating metadata is incredibly helpful in both evaluating and documenting.

Depending on the content management system that you use, obtaining this list can be as simple as exporting a database field. Alternatively, URLs can be gleaned from a combination of Google Analytics data, Webmaster Tools, and a comprehensive crawl with a tool such as Screaming Frog. This post gives a good outline of how to get the data you need from these sources.

Regardless of whether you have a list of URLs yet, it’s also good to do a full crawl of your blog to see what the linking structure looks like at this point, and how that may differ from what you see in the CMS.

Assessment

Once you know what you have, it’s time to assess the content and decide if it’s worth holding on to. When I do this, I like to ask these 5 questions:

1. Is it beneficial for users?

Content that’s beneficial for users is helpful, informative, or entertaining. It answers questions, helps them solve problems, or keeps them interested. This could be anything from a walkthrough for troubleshooting to a collection of inspirational photos.

Screenshots of old real estate articles: one is about how to select a location, and the other is about how to deal with the undead

These 5-year-old blog posts from different real estate blogs illustrate past content that still offers value to current users, and past content that may be less beneficial for a user

2. Is it beneficial for us?

Content that is beneficial to us is earning organic rankings, traffic, or backlinks, or is providing business value by helping drive conversions. Additionally, content that can help establish branding or effectively build topical authority is great to have on any site.

3. Is it good?

While this may be a bit of a subjective question to ask about any content, it’s obvious when you read content that isn’t good. This is about fundamental things such as if content doesn’t make sense, has tons of grammatical errors, is organized poorly, or doesn’t seem to have a point to it.

4. Is it relevant?

If content isn’t at least tangentially relevant to your site, industry, or customers, you should have a really good reason to keep it. If it doesn’t meet any of the former qualifications already, it probably isn’t worth holding on to.

These musings from a blog of a major hotel brand may not be the most relevant to their industry

5. Is it causing any issues?

Problematic content may include duplicate content, duplicate targeting, plagiarized text, content that is a legal liability, or any other number of issues that you probably don’t want to deal with on your site. I find that the assessment phase is a particularly good opportunity to identify posts that target the same topic, so that you can consolidate them.

Using these criteria, you can divide your old blog posts into buckets of “keep” and “don’t keep.” The “don’t keep” can be 301 redirected to either the most relevant related post or the blog homepage. Then it’s time to further address the others.

What to do with the posts you keep

So now you have a pile of “keep” posts to sort out! All the posts that made it this far have already been established to have value of some kind. Now we want to make the most of that value by improving, expanding, updating, and promoting the content.

Improve

When setting out to improve an old post that has good bones, it can be good to start with improvements on targeting and general writing and grammar. You want to make sure that your blog post has a clear point, is targeting a specific topic and terms, and is doing so in proper English (or whatever language your blog may be in).

Once the content itself is in good shape, make sure to add any technical improvements that the piece may need, such as relevant interlinking, alt text, or schema markup.

Then it’s time to make sure it’s pretty. Visual improvements such as adding line breaks, pull quotes, and imagery impact user experience and can keep people on the page longer.

Expand or update

Not all old blog posts are necessarily in poor shape, which can offer a great opportunity. Another way to get more value out of them is to repurpose or update the information that they contain to make old content fresh again. Data says that this is well worth the effort, with business bloggers that update older posts being 74% more likely to report strong results.

A few ways to expand or update a post are to explore a different take on the initial thesis, add newer data, or integrate more recent developments or changed opinions. Alternatively, you could expand on a piece of content by reinterpreting it in another medium, such as new imagery, engaging video, or even as audio content.

Promote

If you’ve invested resources in content creation and optimization, it only makes sense to try to get as many eyes as possible on the finished product. This can be done in a few different ways, such assharing and re-sharing on branded social channels, resurfacing posts to the front page of your blog, or even a bit of external promotion through outreach.

The follow-up

Once your blog has been pruned and you’re working on getting the most value out of your existing content, an important final step is to keep tabs on the effect these changes are having.

The most significant measure of success is organic organic traffic; even if your blog is designed for lead generation or other specific goals, the number of eyes on the page should have a strong correlation to the content’s success by other measures as well. For the best representation of traffic totals, I monitor organic sessions by landing page in Google Analytics.

I also like to keep an eye on organic rankings, as you can get an early glimpse of whether a piece is gaining traction around a particular topic before it’s successful enough to earn organic traffic with those terms.

Remember that regardless of what changes you’ve made, it will usually take Google a few months to sort out the relevance and rankings of the updated content. So be patient, monitor, and keep expanding, updating, and promoting!

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