Hubspot reported double (even triple!) the amount of lead generation by refreshing old blog posts. Here’s how.
One of the weekly tasks that I enjoyed the most during my time as an account manager was blogging. It was also one of the most challenging. Coming up with an interesting and informative topic for specifically Elder Law and Estate Planning marketing proved to be tough some weeks.
The marketing pros at Hubspot also felt the pressure of constantly composing content, churning out nearly 200 fresh posts a month!
The craze continued until they day they realized that three-fourths of their most popular blog posts each month were from the previous month (or prior) and that over 90% of leads generated from blogging were from the same, small handful of old posts they’d published.
Their initial blogging strategy had worked. There were pages upon pages out there full of keywords that were filling up the slots on the search engine results pages for terms people were searching.
However, how often do you find yourself clicking on every option that comes up when you search? Probably never. Even though there are 47 billion “o’s” in the “Google” at the bottom of the page, you probably can’t remember the last time you visited even page two. That means blogs that are researched, composed, edited and distributed a couple of months ago may only be seen by a small percentage of people. Is that the only chance they get?
Hubspot now “optimizes the past” and offered a glimpse into their process.
While there is much more detail in the article, basically, Hubspot figured out which posts have performed the highest. Which ones received the most views? Shares? Clicks on the Call-to-Action?
From there, they updated any outdated information, if any, spruced up the titles, maybe added a new Call-to-Action (perhaps, if they had a new product or service to promote), but most importantly they researched the top terms people searched that lead them to that blog post. With data in hand, they updated their blog post to align with those search terms and republished the posts.
Bringing back their most popular posts in version 2.0 resulted in double (if not triple in some cases) the amount of views and engagement, including lead generation!
Does this mean that you can be done blogging now – that you’ll never need a new post again?
No. To get “old” posts, said post must, at one time, be a “new” post.
However, reposting popular “old” posts should certainly be considered when forming your marketing strategy. Using the data tracked on your blog and social media sites, you can find out which of the posts are the most popular for particular keywords and integrate them into your sharing schedule for the week.
This will best serve your potential clients, as it’s likely the information they want most. It also saves you time, since you won’t be starting from scratch!