One of our clients has a blog post with over 23,000 views and average time on page of nearly 6 minutes. Oh, and guess what? It cost them absolutely nothing. They even have a homemade SquareSpace site that they are chomping at the bit to get replaced (by us of course *shameless plug*). Keep in mind that this company is a local Denver startup, not a huge company with a massive marketing budget.
Take a look at the data for yourself:
Another interesting fact. Over 22,000 people (unique pageviews) were introduced to the brand via this blog post. They were searching for tips on how to win the “pitcher vs. batter” interaction during a baseball game. Interestingly enough, our client offers a digital training platform that increases a batter’s cognitive ability to read and react to pitches. In other words, the traffic that this blog post produced would seemingly be the exact audience that would benefit from their app.
Now, when I showed them this data there was a sense of “holy sh*t, content works?” that I love to see. They wrote this piece in 2017 but it still continues to bring new traffic (nearly 10,000 views in 2019).
So, why was this post so successful and how can you replicate this success? I have my opinions but I wanted to reach out to my buddy Mark who runs a Content Marketing firm called Pipeline Inbound. He is a total content nerd and here is what he had to say:
Mark: Right off the bat (no pun intended), this is a super niche keyword. Meaning the competition is probably not very high. This post is living proof that you don’t need to focus on the competitive keywords with a ton of searches per month in order to have a successful post, like “startups” or “SaaS” or “Beyonce.” For the most part, it’s the complete opposite. Focus on keywords with low competition and decent search volume. You can use tools like Moz or SEM Rush to find great target keywords to invest content creation time into.
Also, this post has over 50 sites linking to it, which means people found this post credible and decided to share. The post is providing actual value and not super sales-y.
To be honest, this post should not perform as well as it does. It lacks a few of the best “nuts and bolts” of SEO practices, such as headings, inbound and outbound links within the text, good use of images with ATL text, etc. Yoast does a really good job explaining what all these are in detail if you are curious.
So how can other startups and emerging businesses replicate this success?
Mark: Start here:
- Create truly great content. Content that answers your audience’s questions, concerns, fears, etc. This day in age, content marketing is about sharing 95% your wisdom for free and only charging for that last 5% – most dense – wisdom.
- Give it a chance to be found. Share it, post it, send it to your audience. Make sure that the folks that would get value from your content have an opportunity to read it. Have a great backlinking and internal amplification strategy.
Can you explain the significance of the 93.51% bounce rate?
Mark: This is a very high bounce rate. This means that people are reading the post (avg time on the post is nearly 6 min) then leaving the site completely once they are done reading the blog post. Improving the customer journey on the site would significantly reduce this bounce rate. They can do this by adding more links within the post that leads to more content on their website, or add a sidebar that features other content they may find interesting. Ask yourself, what is the next action this post should lead to, and then make that option appealing and present to the user. I like combinations of Sidebars, slide-in, pop-ups or dropdown bars. Mailchimp, HubSpot, and Sumo all have great, code-free (assuming you have a WordPress site) options for these conversion tools.
You can view the post HERE.