Creating new content takes a lot more time than updating and promoting posts or pages that already exist.
However, for maximum effect, this "evergreen" content should be touched up and repromoted otherwise newer or more active content will take over.
The difficulty in promoting existing content comes in creatively responding to who is viewing the page, how they found the page, and without investing considerable time.
Using the same strategy over and over gets old, and visits will likely decline; even if visits stay even, you might want to reach a new audience your current campaign doesn’t take into account.
Instead of the same strategy, use the same process to adjust your strategy teach time based on your analytics. With just a few steps shown below, you can save time, get better results, and predict results to plan better each iteration.
Regular steps but changing outcomes. Actions directly from analytics.
Below are a series of steps we follow on a regular basis to quickly boost traffic to landing pages.
The procedure doesn’t change but the outcome does. Each time we review the analytics, we adjust to the ever-changing data and iterate on how we respond. As an example, we’ll use our SEO pages since they have regular traffic already.
Extensive planning, interrupting regular promotion, paid ads are just not needed. The methodology here is to compound interest on what is already working and adjust.
The full breakdown of what, how, and why. (All to reach, who!)
1. Starting with data, open up Google Analytics and head into the audience area. HubSpot and other tools have good analytics, but Google has a clear display of these metrics. If you have a post already chosen, then go ahead and dive in but this is also an opportunity to find a post to promote.
2. Add a second metric, Source/Medium to see what channels are providing the most traffic to the page currently. Even if there is only a small difference in traffic, note the top preforming channel.
3. Simple, so far, but now let’s get creative with data gathering.
With the channel confirmed, take a look at the history of this traffic and note when the top channel brought in a more traffic. With the channel and a good timespan identified, head on back into HubSpot, or your preferred content planning tool.
4. Before you start building new social media posts, review the posts from when they resonated on the channel. With our SEO promotion, we found that Twitter posts with preview content directly from the post worked the bext.
Just with this quick review we can cut down our content creation time and make the posts much more effective. Few, if any, content tools such as HubSpot remind users what is and has worked compared to what hasn't.
5. Write up 3-5 messages regardless of the channel, some channels such as Facebook need fewer than other channels but start a shallow backlog.
6. To make these steps even quicker next time, you can set an expectation of what the traffic will be based on previous results and even skip the review if the results are strong!
A quick punch list:
- Choose a page or post to boost.
- Review Google Analytics, starting with the post or page you’re looking to boost.
- On the behavior page, determine the channel to work with and find a previous effective timespan.
- Review content and it’s history in HubSpot.
- Write and schedule social messages based on review.
- Start a note to review results (make this iteration even faster next time!)
In short, data backed iteration.
Last, the key to the whole process is to iterate. Although you have a starting point for the content, you shouldn't just copy and paste. Too many tools offer to reschedule the same messages with changing them.
Iteration is the key to refined messaging, so establish this process as a habit and make changes to the language each round to discover what is and isn't working and what is connecting with your audience.