How HubSpot’s Historical Optimisation Strategy Increased Blog Visitors by 106%

The money that you rake in from your blog directly depends on the number of subscribers and the level of engagement that you have with them. A key strategy for increasing the number of subscriptions involves optimising your top blog posts. This doesn’t consume a lot of time and the subscriptions you garner compound over time.

As a recent study by HubSpot revealed, 76% of their monthly blog views came from posts published a month earlier. This can be attributed to organic search and other sources. You can take advantage of this traffic by adding subscription CTAs (call-to-action) and CallMe4.

But first, the HubSpot study that transformed the editorial strategy of the whole blog. The shift yielded business results that surprised people at the helm of HubSpot’s marketing team.

Historical Optimisation

Termed historical optimisation by the HubSpot team itself, the process helped them:

  • double the number of monthly leads generated by the old posts that were optimised
  • increase the number of organic search views per month of old posts optimised by an average of 106%

How Historical Optimisation Was Done

Let us see how historical optimisation was done.

Historical optimisation refers to refreshing ‘old’ blog content so that it remains up-to-date and retains its ability to generate traffic and conversions. ‘Old’ constitutes just about anything that exists on a blog that is a month old i.e. it could be a post published three months or three years before.

When HubSpot figured out which of their blog posts were the most influential in generating leads and prompting visitors to click on the call-to-action within a post, they were surprised.

  • 76% of their monthly blog views came from ‘old’ posts
  • 92% of their monthly blog leads came from ‘old’ posts

This meant that if the whole of their blogging team went vacationing for a month, the blog would still garner 76% traffic and 92% leads! It looked crazy, but it was a fact.

This doesn’t mean that creating new content is fruitless. Historical optimisation just underlines the importance of optimising past content.

HubSpot Stressed on Two Aspects

HubSpot decided to focus on two aspects:

  • generate more leads from high-traffic but low-converting blog posts
  • get more traffic to high-converting posts

Optimising your old content gives you a leg-up on a competitive landscape. Moreover, it also enables you to serve people who have found your older content through search engines. They will find fresh and up-to-date content.

Updating and Republishing Old Blog Posts

Here is how you update and republish old blog posts:

  1. Identify posts that are outdated, have content with room of improvement, and carry the potential to rank higher for keywords with greater search volume.
  2. Update the content with three goals – accuracy, freshness, and comprehensiveness.
  3. Do keyword research and optimise the page for search engines.
  4. Publish the updated post after changing the ‘publish date’.
  5. Promote updated content just as you would promote a brand new post.

Conversion-Optimising Old Blog Posts

You also need to conversion-optimise an old blog post. Here is how you do it:

  1. Use blog analytics to identify most-viewed ‘old’ blog posts.
  2. Identify the keywords thateach word is getting found for.
  3. Optimise your blog posts as per the identified keywords. Incorporate the keywords into the posts’ CTA.

Where CallMe4 Comes into Picture

Here is where CallMe4 comes into picture. Along with the conventional ways of monetising a blog, you have CallMe4 that can be a fantastic, powerful addition to your tools for earning money.

How CallMe4 Fits In

The CallMe4 app enables a blogger to talk with their subscribers without revealing their real number and, in the process, earn money at will.

If you have your monetisation plans in place, CallMe4 will easily fit into your scheme of things. So, no problem whether you are doing affiliate marketing, have your own product to sell, or are scouting subscriptions for your e-book. You can keep doing it and begin using CallMe4 as a tool for earning money.

They Pay, You Get

CallMe4 is a directory of subscribers who have registered themselves for this app. Bloggers, social media celebrities, and their followers – anyone who has registered for CallMe4 is a member of it. Once bloggers and celebs register for this app, they can move to the profile section to set the rates at which they would like people to call them.

If someone wants to call a blogger or celeb of their choice, they have to search them on the ‘Search’ page of the app. For instance, if someone is looking for Benjamin, they would search ‘benjamin@cm4’. The app would display brief information about the person including their rate-for-calling and preferred call time. The user can then transfer money from Paytm to their CallMe4 account and make the call. When the call ends, the appropriate amount will be deducted from their account and transferred to the blogger. For instance, if the blogger has set the rate at INR 10 a minute, and the call lasts 15 minutes, INR 150 will be deducted from the caller’s account.

Conclusion

CallMe4 is a potent monetisation tool that has huge potential to enhance the earnings of bloggers. When used strategically, it can turn into a major resource of revenue for you.


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