Letter #35: How to drive revenue-growing organic traffic?
Expert interview on converting your audience with content.
Hii there đ
If you could see me right now, youâd see a huge grin plastered to my face today. The reason? This tiny bit of I-want-more-of-this-kind of feedback that a new client shared with me:
Worth popping some celebratory confetti? You bet! đ
Anyhoo, on to todayâs lesson from Michaela Mendes, Senior Director of Integrated Marketing at General Assembly.
Michaela has helped companies scale website traffic organically all while growing conversion rates.
Wondering how? By creating troubleshooting content that Michaela swears as one of the best types of content to build trust.
âYour audience will take your actionable tips, apply them to a challenge theyâre facing, and instantly see why youâre credible: you know how to help them.â
Hereâs how Michaela created this content type in real-life: âWe built a global resource wiki of over 500 pages of content all geared towards helping our target audience solve one specific problem.â
âAs a result, we saw organic traffic grow from about 8,000 organic sessions a month to over 200,000 per month â all in about a year and a half. Whatâs more, the specific segment of traffic converted at a higher level than any other content section of the site.â
âOnce we explained how to solve their specific problem, a large percentage decided theyâd rather have us handle it for them.â
Intrigued, I decided to dig deeper to uncover more about driving revenue-driving traffic.
So I asked our regular three questions:
A mistake that Michaelaâs made when creating content that drives revenue
An actionable tip to get you one step closer to attracting money-making organic traffic
And, a secret tip for growing revenue with organic traffic
On we go.
đ Learn from Michaelaâs mistake: Donât focus too heavily on conversion.
âConsumers are smart enough to know theyâre on a company blog. They can easily click around your website to see what you do if they want to,â Michaela notes.
âYou donât have to structure all your content to drive towards conversion. If you put more of a focus on helping them, it will have a greater impact on conversion than adding a bunch of buttons and calls to action.â
đ Do this today: âGet out of keyword tools.â
Instead, âlook at your content from this lens: is what Iâm working on right now going to help my audience solve a problem? If not, then stop creating that, and start creating something that will.â
đ The secret tip for growing revenue with organic traffic: âYou donât have to talk about everything and target ALL the keywords in your industry.â
âIf you find one subtopic thatâs resonating with your audience, just double down on that,â Michaela advises. Â
âFind ways to replicate blogs that have worked and go as deep as possible before you start to go wide.â
So todayâs takeaways:
Obsess over helping your target audience â not converting them
Regularly ask yourself: Is what Iâm creating really going to help my audience solve a problem?
Find out which topics are converting. Then, double down on them.
Thatâs all for today folks!
Ciao,
Masooma