We’ve all heard it before – “content is king.” There’s a reason that every digital marketer has been saying it for the last 10+ years. Providing valuable and educational content on your website is by far, the best way to establish trust, authority, and credibility not only to your users but to Google as well.
In an effort to provide the best possible experience to their users, Google judges content’s credibility and value on how educational, relevant, and backed your content is. High-traffic content, like a viral blog post, is typically the result of ranking highly in organic search results. In other cases, content can go viral on social media or be linked on another site.
No matter the channel your content is receiving the most traffic from, driving a ton of users to your website is great for establishing domain authority. But, if those people are consistently exiting your website after only viewing one page, that doesn’t necessarily speak help your sales. Having content that drives a lot of traffic, but doesn’t produce conversions isn’t helpful to your business goals. So what can you do?
Refresh Your Content
Before you can start optimizing your content to drive more leads, you need to first determine what content is driving the most traffic. You can do this by digging deep into your website analytics. The content that you want to focus on are ones that are generating a lot of traffic, but are not generating a lot of interaction. These pages will become an integral part of your marketing strategy.
There are a few reasons why people may be leaving your content quickly. It could be that your content is slightly too long or overwhelming to read through, that they are unsure what to look at next and therefore are not continuing to navigate through the website, or (hopefully not this one) that your content is just not relevant to them. For any of these reasons, we have a few tips and tricks that help keep users on your website for longer.
Add a “TL:DR” Summary
For those who have never heard of “TL:DR”, it’s a fairly simple way that people with novel-worthy Facebook posts summarize their thoughts at the end. “Too long, didn’t read” or “TL:DR” is a way to summarize your content in an easy, consumable way at the end of your content.
Plus, Google loves short summaries of the important information to showcase in featured snippets. Including “TL:DR” sections at the end of your content helps increase your chances of staying at the top of search results and driving more traffic to your website. The summary should be placed right before your next steps or calls-to-action.
Include Appropriate Links
If it’s been a while since you’ve published the high-traffic content, go through it to see if you can link to new content or services. You’ve most likely written new content in the meantime and can now utilize your high-performing content to funnel more traffic to other parts of your website. Be careful not to overwhelm your readers with dozens of links. Be smart about where you are linking and do it with the user’s intent in mind.
Optimize Your Calls-to-Action
Take an audit of the calls-to-action located in the content. Do they use powerful action words? Do they clearly show a user where they should go next? Spend time thinking through how captivating your CTAs are. We recommend using a button to draw the eye to your CTA, so they don’t get buried in body text.
Another way to analyze your CTAs is to ensure that you are tracking them in Google Tag Manager (GTM). If you haven’t worked in GTM before, don’t worry. We wrote an article all about it.
Create Supplemental Content
Maybe you’ve done some optimizing and are looking for more ways to keep the momentum going on your content. You can create more resources stemming from that high-performing post to help capture new leads on different channels. A simple way to do this is to create infographics to share on social media. Pinterest users love interacting with infographics that contain the important points of your content.
You have already written the content, so you can reuse it for webinars, podcasts, or guest blogging opportunities. If your content is doing well bringing in traffic on one channel, share the wealth across other channels!
Ensure Information is Relevant
Lastly, if it’s been more than a year since you’ve published the content, you’ll need to make sure that the content is still relevant. If it’s a technical blog, it’s imperative that you include important updates surrounding the topic that have come out since it was first published. Users will look at the publish date and determine whether or not the content is still relevant to them.
We recommend that if you add updates to a blog, make a note either underneath the heading or footer to let users know that the information was updated on a date different than the original publish date.
Finished Optimizing? Now Measure
Now that you’ve analyzed your content and made changes, it’s time to measure your content’s performance. Slight changes in traffic may occur, but the most important thing to look at is your engagement metrics: bounce rate, exit rate, conversion rate, and goal completion rate.
If you add Google tags to your content, be sure to take a closer look at your “events” in Google Analytics. Are more people clicking on your CTA button? Do you notice an increase in phone calls specific to that page? Do people click on your button, but don’t fill out your contact form? These are just a few questions to ask in order to measure how your conversions have been affected by your refresh.
Creating Content that Actually Converts
Great content is just one part of a complete digital marketing strategy. With great content marketing can come even greater amounts of traffic. High-traffic is important when establishing domain authority, but isn’t as helpful if no conversions occur.
At PHOS, we understand how important the bottom of the funnel is to your business which is why we specialize in creating brand systems that not only look amazing but fuel your bottom line. Want to start publishing content that leads to conversions? Let’s chat.